The next major battle in football will not take place on the pitch, but in the media market. Netflix, Disney, and YouTube have emerged as leading contenders to acquire the U.S. broadcasting rights for the FIFA World Cups in 2030 and 2034, in a deal that could be worth as much as $2 billion per tournament. The growing interest from streaming platforms highlights the tournament’s enormous commercial value and the ongoing shift in television consumption toward streaming services.
Negotiations, which are expected to begin within the next three months, could reshape the sports broadcasting landscape in the United States. Unlike previous editions, FIFA is considering selling the English- and Spanish-language rights together as a single package, a strategy that would increase the value of the deal and intensify competition among major media companies eager to secure one of the world’s most valuable sports properties.
FIFA prepares a historic sale of broadcasting rights
According to sources familiar with the process, FIFA has informed potential bidders that the U.S. broadcasting rights could be sold as a combined English- and Spanish-language package. Until now, the two language rights have been negotiated separately, but this new approach would increase the overall value of the deal while simplifying the commercial exploitation of one of the most sought-after events in global sports.
The numbers illustrate the scale of the opportunity. While Fox paid $485 million for the English-language rights to the 2026 World Cup and Telemundo spent around $600 million for the Spanish-language rights, executives at major media companies are now budgeting between $1.5 billion and $2 billion for each of the next two tournaments. The strength of the U.S. market, fueled by massive audiences and a robust advertising industry, explains the sharp increase in valuations.
Netflix, Disney, and YouTube lead a bidding war that could reshape the market
Among the leading bidders are Netflix, Disney, and YouTube, owned by Alphabet, all looking to challenge Fox’s dominance in World Cup broadcasting. They could be joined by Amazon and Apple, both of which have expanded their presence in sports through competitions such as the UEFA Champions League and Major League Soccer. For streaming platforms, the World Cup represents a unique opportunity to attract new subscribers while strengthening their services with live events capable of drawing massive real-time audiences.
The growing interest is also driven by the tournament’s exceptional television performance in the United States. During the 2026 World Cup, several matches recorded historic viewership figures, including games that did not feature the U.S. national team. The United States’ victory over Bosnia and Herzegovina attracted more than 26 million English-language viewers, while nearly 10 million additional viewers watched the match through Peacock. These figures reinforce expectations that, despite the less favorable time zones for the 2030 and 2034 World Cups, the value of the broadcasting rights will continue to rise, making the upcoming negotiations among the most significant in sports media history.
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