For the first time since the BBC and ITV began sharing World Cup coverage in 1966, their local rivalry will not be the main broadcasting battleground this summer. The expanded 48-team tournament, staged across three countries, will see YouTube and TikTok broadcast live action for the first time, while Netflix streams a daily show, Gary Lineker’s The Rest is Football, from Times Square.
Netflix has paid £14 million for 40 daily episodes of The Rest is Football, featuring Lineker, Alan Shearer and Micah Richards, with guests including Harry Maguire, Frank Lampard and Patrick Vieira. The show aims to retain Netflix’s audience during the tournament, as the streaming giant lacks live match rights. Tony Pastor, co-founder of production company Goalhanger, said Netflix wanted to “be part of the World Cup conversation” and give viewers a reason to tune in daily.
The so-called “podcast wars” will see Gary Neville’s Stick to Football also based in New York, but with reduced ambitions. After broadcasting on ITV during Euro 2024, the show will be available only on YouTube, limited to 12 episodes due to pundits’ ITV commitments. Netflix’s move signals growing interest in live sport, having bought exclusive rights for the next two Women’s World Cups.
BBC director of sport Alex Kay-Jelski described The Rest is Football on Netflix as “fascinating”, adding that if such a show succeeds on a big streaming platform, it would be a “significant development”. The BBC’s own coverage will be based in Salford until the final week, with presenters Kelly Cates, Gaby Logan and Mark Chapman. Financial constraints and environmental considerations influenced the decision, as the BBC undergoes a redundancy programme affecting about 2,000 staff.
The BBC will focus on sustainability and long-term investment, with a new studio opening and digital services to engage younger audiences. Pundits including Wayne Rooney and Thomas Frank will feature in its TV coverage. Kay-Jelski said the BBC had built a “24/7 World Cup content machine” offering live TV, Radio Five, YouTube shorts, news and interactive games, but acknowledged that with limited funds, they could not focus solely on a six-week tournament.
