For the 2026 World Cup, US soccer fans have two starkly different viewing options: Fox Sports, the exclusive English-language broadcaster, and Telemundo, the Spanish-language network available via Peacock. While Fox offers an "America first" aesthetic with pro-Trump talk show promos and frequent ads, Telemundo provides unabridged, passionate coverage that has attracted millions of English-speaking viewers.
Telemundo's Surge in Popularity
NBC Universal reported that Telemundo and Peacock captured 49% of the combined World Cup audience through the first 48 matches, despite US Hispanics making up only 20% of the population. "Nearly one out of every two World Cup viewers in the US is watching in Spanish," the company stated. The Mexico-England match drew 23.2 million US viewers on Telemundo, surpassing Fox's audience by about 1.5 million, according to Variety.
Viewership for Telemundo's coverage through the first 100 games rose 155% compared to the 2022 World Cup. The quarter-finals averaged 10.5 million viewers, becoming the most-watched quarter-final stage in Spanish-language media history.
Why English Speakers Tune In
At Smithfield Hall, a Manhattan sports bar, staff have switched to Telemundo for matches. Co-owner Kieron Slattery, who does not speak Spanish, said, "Personally I often watch the Spanish-language programming for the football." Telemundo's energetic commentary, including Andrés Cantor's iconic "goooool" calls, has gone viral on social media. The network also avoids airing ads during Fifa's three-minute hydration breaks, a decision executive vice-president Joaquin Duro defended: "I'm not gonna be the first person to create a four-quarter soccer game in the United States."
Economic and Planning Factors
Peacock's base subscription costs $10.99 per month, roughly half the price of Fox One's $19.99 plan. Telemundo's planning began years in advance, including requests to Fifa in 2024 for specific camera positions and country-specific announcers. Duro noted that commentators are experts who embrace their team loyalties, creating a sense of community. Argentina analyst Maxi Rodríguez even developed a pre-game ritual with Lionel Messi.
Fox also saw increased viewership, reporting a 216% rise for the round of 16 compared to 2022, with 30 million viewers for USA's match against Belgium. However, Telemundo's distinct style has resonated widely. Duro summed it up: "People saying: 'Half of the stuff I don't understand, but I know by the rhythm and by the speed that something is about to happen.'"
