World Cup Presents Major Opportunity for Radio

RADIO ONLINE | Friday, May 1, 2026 | 3:33pm CT

Nielsen

A new report from Nielsen highlights the 2026 FIFA World Cup as a significant opportunity for radio and audio platforms, as U.S. soccer fans increasingly turn to those channels for sports content and engagement.

According to the report, soccer interest in the U.S. continues to rise, with 64% of fans expecting their interest in the sport to grow and 56% citing the World Cup as a key driver of that momentum. The tournament, which will be hosted across 11 U.S. cities, is expected to generate strong audience growth due to favorable time zones, local match access and expanding fan interest.

While television remains central to live match viewing, Nielsen emphasizes that fan engagement extends well beyond TV. Audio platforms-particularly radio and podcasts-play a notable role in how fans follow the sport. The report finds that 60.9% of U.S. soccer fans use radio for sports news, compared to 46% of the general population, while podcast usage is also significantly higher among fans.

In total, 77% of soccer fans report using radio and podcasts specifically for soccer-related content, underscoring audio's importance as a companion medium during major events like the World Cup.

Nielsen also notes that fans increasingly engage across multiple platforms simultaneously, with second-screen behaviors-such as social media use, messaging and reading sports news-becoming a routine part of the viewing experience. This multi-platform engagement creates additional touchpoints for broadcasters and advertisers to reach audiences beyond live game coverage.

The report concludes that radio, alongside digital and social channels, offers a key extension of World Cup reach, particularly for advertisers seeking to connect with highly engaged soccer audiences outside of live television broadcasts.