FIFA turns to TikTok, YouTube as young viewers ditch TV

Facing a significant decline in traditional television viewership among young people, FIFA is strategically pivoting towards social media platforms like TikTok and YouTube to expand its audience and generate new revenue streams for the 2026 World Cup. This shift acknowledges the changing media consumption habits of younger generations.

For the upcoming tournament in the United States, Mexico, and Canada, FIFA has established high-profile partnerships, designating TikTok and YouTube as its "preferred platforms." The organization has enlisted thirty influencers from eleven countries to cover the World Cup for their followers, offering "fan-focused" content, "behind-the-scenes access," and live footage. This move comes as data shows a steep drop in TV viewers aged 18 to 34 in the UK and a trend where streaming often surpasses TV viewership in the US.

Young fans are still engaged with football, but their viewing habits have evolved. A McKinsey study indicated that globally, 20% of Gen Z sports fans do not watch live sports. In the US, nearly a third of those under 30 are foregoing paid subscriptions, preferring to consume short clips and highlights on social media. FIFA's collaborations with social media platforms are presented as complementary to traditional broadcasters and rights holders.

Rollo Goldstaub, TikTok's global head of sports, highlighted that the app, with its billion users, aims to attract young viewers and potentially guide them back to full match broadcasts. YouTube will allow rights-holding broadcasters to stream the first ten minutes of each match for free, while TikTok will offer new advertising revenue opportunities for broadcasters and sponsors. Despite these digital initiatives, television rights remain FIFA's largest income source, accounting for 45% of its revenue in the 2019-2022 cycle. Additionally, Netflix has secured exclusive US streaming rights for the 2027 and 2031 Women's World Cups, signaling a broader trend of streaming services entering the live sports arena.

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TikTok can be a complementary partner to TV broadcasters and rights holders.