The popularity of soccer, referred to as 'football' in many parts of the world, is on the rise in North America. Over the past five years, the number of soccer viewers in the region has increased by 10.9%, surpassing 136 million. This surge in interest is particularly notable as the 2026 World Cup approaches.
According to a report by Nielsen, a U.S. survey firm, the increased interest in soccer can be largely attributed to Lionel Messi. His debut match for Inter Miami in the 2023 Leagues Cup attracted 173% more viewers than the average for other matches in the tournament. Messi's influence has also led to a 97% increase in MLS Cup viewership in 2024 compared to the previous year.
The report indicates that there are now 62.5 million soccer fans in the United States alone, making it the fourth-largest soccer market globally. Approximately 64% of survey participants reported an increasing interest in soccer, and one in four fans have become more engaged with the sport in the last five years. Seven out of ten respondents noted a significant rise in their enthusiasm for the sport as the World Cup approaches.
Geographically, Mexico stands out as the strongest soccer market in the region, with 63% of its population identifying with the sport more than any other. In the United States and Canada, soccer ranks fourth and third in popularity, respectively.
Nielsen's data also reveals that U.S. soccer fans are predominantly young and financially well-off, with 76% belonging to the Millennial and Gen-Z generations. Additionally, North America has a higher proportion of female soccer viewers compared to European countries.
Across North America, 72% of fans watch soccer on television or via streaming services. Social media also plays a significant role in fan engagement and discussions about the sport.
