Fox’s analysis of U.S. Awfulannouncing viewership shows Kansas City as the top market, while Spain’s final victory drew 38.937 million viewers, setting a U.S. record for a soccer match.
Fox has revealed the U.S. cities that showed the highest interest in the World Cup, with Kansas City leading the pack. The network’s data, based on English-language coverage, highlights the growing popularity of soccer in the country. Meanwhile, the World Cup final between Spain and Argentina became the most-watched soccer telecast in U.S. history, with a record number of viewers tuning in.
Fox’s Viewer Data Reveals Soccer’s Growing Popularity
Kansas City topped Fox’s rankings for World Cup viewership, averaging a 4.89 rating and 20 share across its English-language broadcasts. The city, which has long called itself the Soccer Capital of America,
outperformed other major markets like Boston, Austin, and San Francisco. Boston, Austin, San Francisco, Dallas, San Diego, and Atlanta also all had ratings above 3.5, though all, unlike Kansas City, were below 4. Of those markets, San Francisco led with a 21 share. The data released by Fox is for English-language coverage only. Kansas City easily led the way in terms of ratings, averaging a 4.89 rating and a 20 share throughout the tournament. That means that, on average, 4.89% of households in the Kansas City were watching the World Cup when a match was on, while 20% of households watching television while a match was on were tuned to the tournament. The Heart of America 🇺🇸 Kansas City, Boston and Austin lead the way as Top Local Markets for FIFA World Cup 2026™ on FOX and FS1. 🏆⚽️📺 pic.twitter.com/AjGY7oDX2s — FOX Sports PR (@FOXSportsPR) July 22, 2026 These ratings may seem low, particularly as Nielsen has greatly expanded how out-of-home viewing factors into the audience figures typically publicized by networks. But, by definition, out-of-home viewing does not factor into household ratings.
Also worth noting, of the seven markets with an average rating above 3.5, only one (San Francisco) does not currently have an MLS team. The area did, however, host six matches during the tournament, including a USMNT game in the Round of 32. The findings also provide a benchmark for evaluating future growth, with the 2030 World Cup serving as a potential litmus test for sustained enthusiasm. Comparing local ratings four years from now could offer one of the clearest indicators of whether hosting the 2026 tournament produced a lasting increase in soccer interest across the United States.
World Cup Final Sets U.S. Soccer Viewership Record
The Spain vs. Argentina World Cup final on Sunday afternoon drew 38.937 million viewers in the U.S., according to Fox. The game, which saw Spain win 1-0 thanks to an extra-time goal from Ferran Torres, surpassed the previous record of 30 million set by the United States men’s national team when 30 million people watched them lose to Belgium earlier this month. Spain’s win over Argentina also broke the previous mark that the United States men’s national team set when 30 million people watched them lose to Belgium earlier this month. AdvertisementWhile the World Cup final number is impressive, the Super Bowl still dominates in the United States. Super Bowl LX earlier this year averaged about 125 million viewers.
The final’s viewership far outpaced the 2022 World Cup final, which drew 16.7 million viewers for Argentina’s win in Qatar. It also exceeded the NBA Finals’ 20 million average this summer and marked the most-watched non-NFL telecast since the 2016 World Series. The Chicago Cubs’ win that year drew more than 40 million viewers on Fox. Spain’s win over Argentina also broke the previous mark that the United States men’s national team set when 30 million people watched them lose to Belgium earlier this month. AdvertisementPeacock and Telemundo averaged a combined 22.6 million viewers for the game. Combined, that brings the total up to about 61. 5 million viewers in the United States.
The World Cup final was held in New Jersey, marking Spain’s first World Cup title since 2010 and ending Argentina’s bid for back-to-back tournaments. The game peaked at just more than 51.6 million viewers. By comparison, Argentina’s win in the 2022 World Cup final drew about 16.7 million viewers for a contest held in Qatar in December, an awkward time for an American audience. The NBA Finals earlier this summer averaged more than 20 million viewers on ABC and ESPN, which made it the most-watched Finals since 1998.
Implications for Soccer’s Future in the U.S.
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