The Premier League has experienced a significant surge in viewership among young Americans this season. According to data from Nielsen Sports, viewership for the English top-flight has increased by 20% among those aged 18-34. This growth in popularity can be attributed to the US co-hosting the World Cup earlier this year. The World Cup's impact on Premier League viewership has been substantial, with a notable increase in younger, diverse audiences.
US broadcasters NBC and the USA Network have seen an average of half a million viewers for Premier League games this season, marking a 3% rise. The sport's growing popularity in the US is evident, with Major League Soccer also benefiting from the rising exposure of soccer in the lead-up to the World Cup. Interest in the World Cup peaked at 87 million fans in July, with female supporters accounting for 44% of the total fanbase.
The Premier League's most-watched match in the US this season was Tottenham Hotspur's 2-0 home defeat by Newcastle United on August 29, which drew just over one million American viewers. Spurs have been involved in three of the six most-watched Premier League games in the US this season, including their 3-0 loss at Brentford and 0-0 home draw with Everton.
Jon Stainer, global GM at Nielsen Sports, attributed the growth in viewership to the World Cup, saying it served as a powerful catalyst for expanding the Premier League's footprint across a broader demographic in the US. The data shows that fandom is not only reaching record highs but also expanding rapidly among younger, diverse audiences.
The World Cup's impact on sports viewership in the US has been significant, with interest jumping 23% among 16-34 year olds in Major League Soccer. The growing popularity of soccer in the US is evident, with the Premier League and Major League Soccer benefiting from the increased exposure.
Nielsen Fan Insights collects data from half-hour online surveys with a sample size of 3,000 in the US, providing valuable insights into sports fandom in the country. The data highlights the growing diversity of sports fans in the US, with female supporters accounting for a significant proportion of the total fanbase.
The Premier League's surge in viewership among young Americans is a significant development for the sport in the US. With the World Cup's impact still being felt, it will be interesting to see if this growth in popularity continues in the coming seasons. Key to this growth will be the ability of broadcasters and leagues to continue to attract and retain younger, diverse audiences.
Key points
- Premier League viewership up 20% among young Americans after World Cup
- US broadcasters see 3% rise in average viewers for Premier League games
- World Cup serves as catalyst for growth in Premier League viewership among younger, diverse audiences
