Streaming Giants Battle for $2 Billion World Cup Rights

Dr. Annelies De Vos · 2026-07-08

Netflix, Disney, and Alphabet's YouTube are preparing to challenge Fox for the U.S. broadcast rights to the 2030 and 2034 FIFA World Cups. Media executives are budgeting between $1.5 billion and $2 billion for each tournament, according to people familiar with the discussions. Amazon and Apple could also join the bidding, adding further pressure to an already competitive field. Talks between FIFA and potential media partners are expected to start within the next three months. FIFA has told companies during early conversations that English- and Spanish-language U.S. rights will likely be sold as a single package this time, a shift from the separate deals used for the 2026 tournament. ### Why Streaming Giants Want the World Cup Netflix, Disney, and YouTube see the tournament as a way to strengthen their streaming platforms. Disney could air matches across ESPN and ABC in addition to its streaming service, an approach that may appeal to FIFA given the strong ratings Fox has posted this year. FIFA has already worked with Netflix on the Women's World Cup, awarding it rights for the 2027 and 2031 editions. A combined English-Spanish package could push the price higher, since media companies are chasing the large audiences the World Cup consistently draws. Bundling the rights could also reduce friction between competing broadcasters airing identical matches. Telemundo, despite holding only Spanish-language rights through 2026, has reportedly attracted English-speaking viewers through its Peacock streaming service, cutting into Fox's audience. Peacock costs $10.99 a month, compared with $19.99 for Fox One. If FIFA bundles the languages together, NBCUniversal is unlikely to bid near $2 billion, a move that would end Telemundo's involvement going forward. Comcast announced last month that it plans to spin off NBCUniversal, adding financial pressure to the network's decisions on major sports rights. ### Time Zone Challenges for Future Tournaments Both future tournaments face tougher scheduling for U.S. audiences than the 2026 edition, which is being played across the U.S., Mexico and Canada. The 2030 World Cup will take place in Morocco, Portugal, and Spain, five to six hours ahead of U.S. Eastern time. The 2034 tournament, hosted by Saudi Arabia, carries an even larger time difference. Despite this, the ratings from the current tournament suggest demand will remain strong enough to drive bidding higher regardless of kickoff times. Here's a quick look at the key factors: - **Audience size**: The World Cup consistently draws millions of viewers, making it a prime asset for any platform. - **Streaming growth**: Netflix, Disney, and YouTube are all looking to boost subscriber numbers and engagement. - **Bundled rights**: A single package for English and Spanish could simplify negotiations and increase competition. ### Record Ratings Fuel the Bidding War The current World Cup has already set viewership records. The U.S. match against Bosnia and Herzegovina drew more than 26 million viewers on Fox, making it the most-watched English-language soccer broadcast ever. Another 9.8 million viewers watched on Telemundo or Peacock. The U.S.-Belgium match drew an estimated combined audience of 47.9 million viewers across English and Spanish broadcasts, according to AdImpact estimates. Even matches without the U.S. team have performed well, with the Portugal-Croatia game reaching over 11 million viewers on Fox, the largest non-finals audience for a game involving neither the U.S. nor the tournament's biggest stars. For more sports news and updates, follow JeetWin Blog. This bidding war is far from over, and the outcome will shape how Americans watch soccer for years to come. Whether it's Netflix, Disney, or YouTube, one thing is clear: the World Cup is about to get a lot more expensive.