Spanish-language broadcaster Telemundo has won over millions of US viewers, including many English speakers, with its lively and unabridged coverage of the 2026 FIFA World Cup. According to NBC Universal, Telemundo and Peacock TV captured 49% of the combined World Cup audience through the first 48 matches, despite US Hispanics representing only 20% of the population.
Two very different viewing options
Soccer fans in the US have two main choices for watching the 2026 World Cup. Fox Sports, the exclusive English-language rights holder, offers coverage that reflects an "America first" aesthetic, with promos for pro-Donald Trump talk shows, advertising breaks during games, and the presence of host Alexi Lalas. In contrast, Telemundo, available via NBC Universal's Peacock streaming service, provides more intense, unabridged coverage and costs roughly half as much as Fox One.
At Smithfield Hall, a Manhattan sports bar, staff have received requests for the Telemundo broadcast. The bar switched to Telemundo for the opening ceremonies when Fox decided not to air the full event. "Personally I often watch the Spanish-language programming for the football," said co-owner Kieron Slattery, who does not speak Spanish.
Record-breaking viewership
Telemundo has repeatedly broken Spanish-language programming records throughout the tournament. Its broadcast of the Mexico-England game drew 23.2 million US viewers, about 1.5 million more than Fox's coverage, according to Variety. That match became the largest audience for any Spanish-language telecast in US history. Through the first 100 games, Telemundo's viewership was up 155% compared with the 2022 World Cup, and the quarter-finals averaged about 10.5 million viewers, the most watched quarter-final stage in Spanish-language media history.
"While U.S. Hispanics represent 20% of the population, Telemundo and Peacock TV have captured 49% of the combined World Cup audience through the first 48 FIFA World Cup matches," NBC Universal said. "Bottom line: nearly 1 out of every 2 World Cup viewers in the U.S. is watching in Spanish."
Passion transcends language
Joaquin Duro, executive vice-president of sports for NBCUniversal Telemundo, said the company was surprised by the number of English-speaking fans tuning in. "Somehow there is a language-agnostic passion that transcends what you're saying, that I guess is just connecting from an emotional level," Duro said. Telemundo's decision not to air ads during in-game hydration breaks—three-minute pauses that have received backlash—has also become a point of pride. "I told my boss many, many months ago," Duro said. "I'm not gonna be the first person to create a four-quarter soccer game in the United States."
Social media is full of posts praising Telemundo's coverage, especially the emphatic "goooool" calls by announcer Andrés Cantor. A base-level Peacock subscription costs $10.99 per month, compared to Fox One's starting price of $19.99.
Careful planning and immersive experience
Telemundo has been planning its World Cup coverage for years, making requests to FIFA in 2024 about camera positions and host set-ups. The network created lists of country-specific announcers, often former players with ties to national teams. Duro argues this results in a more immersive, authoritative experience. Commentators are experts who rarely pretend to be purely objective, creating a sense of community with fans. Argentina player turned Telemundo analyst Maxi Rodríguez even developed a pre-game ritual with Lionel Messi, where they kiss and embrace before each match.
"We read it on social media," Duro said. "People saying: 'Half of the stuff I don't understand, but I know by the rhythm and by the speed that something is about to happen.'"
