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FrontRow · Jul 22, 2026

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The FIFA World Cup raked in massive viewership numbers for its media rights owners Fox Corp. and NBCUniversal's Telemundo. But NBCUniversal executives say the big audience numbers for the World Cup didn't just reinforce the importance of live sports in an environment where media companies are competing harder than ever to draw viewers, they also highlighted that Spanish-language programming has become an important part of its strategy for streaming service Peacock. The World Cup final broke records for both English and Spanish telecasts, according to Nielsen. Nearly 39 million viewers watched on Fox's broadcast and streaming outlets, while about 24 million tuned in on Telemundo, Peacock and other NBC properties, marking the most watched Spanish broadcast of a soccer match in the U.S. Telemundo and Peacock averaged 6.3 million viewers through the 104 matches. Like other live sports, the event also raked in hefty advertising dollars. The tournament more than doubled revenue from 2022, the last time Telemundo and Peacock aired it, according to NBCUniversal chairman of global advertising and partnerships Mark Marshall.

The FIFA World Cup raked in massive viewership numbers for its media rights owners Fox Corp. and NBCUniversal's Telemundo. But NBCUniversal executives say the big audience numbers for the World Cup didn't just reinforce the importance of live sports in an environment where media companies are competing harder than ever to draw viewers, they also highlighted that Spanish-language programming has become an important part of its strategy for streaming service Peacock. The World Cup final broke records for both English and Spanish telecasts, according to Nielsen. Nearly 39 million viewers watched on Fox's broadcast and streaming outlets, while about 24 million tuned in on Telemundo, Peacock and other NBC properties, marking the most watched Spanish broadcast of a soccer match in the U.S. Telemundo and Peacock averaged 6.3 million viewers through the 104 matches. Like other live sports, the event also raked in hefty advertising dollars. The tournament more than doubled revenue from 2022, the last time Telemundo and Peacock aired it, according to NBCUniversal chairman of global advertising and partnerships Mark Marshall.

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