World Cup 2026 | FIFA bets on social media to attract young people

FIFA is forging new alliances with social media giants TikTok and YouTube for the 2026 World Cup, a strategic move to capture the attention of younger fans who increasingly bypass traditional television. The governing body for world football aims to broaden its audience and unlock new revenue opportunities during the North American tournament.

Thirty influencers from eleven countries have been accredited for TikTok, tasked with sharing the World Cup experience with their followers through behind-the-scenes access and live footage, all presented in a fan-centric format. This initiative is a direct response to the well-documented decline in sports viewership on conventional TV channels, with digital platforms gaining significant traction.

Data indicates a clear shift in media consumption. In the United States, streaming services now often surpass combined traditional and cable channel audiences. Similarly, in the UK, viewership among 18- to 34-year-olds has dropped considerably. Young football fans remain engaged but are changing how they consume content, with many under 30 opting for clips and highlights on social media over paid subscriptions for live sports.

While these social media partnerships are considered complementary to existing broadcasters, they are designed to re-engage younger viewers with the full match experience. YouTube will allow rights holders to stream the first ten minutes of each game for free, and TikTok is promising new advertising revenue streams for broadcasters and sponsors. Despite these digital efforts, television remains FIFA's primary financial engine, generating the largest share of its revenue through broadcasting rights.

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These alliances with social networks seek to capture the attention of young viewers to attract them back to the full broadcast.