Young audience gains show up in the numbers

Premier League has reached a younger audience in the United States following this year’s World Cup, which the country co-hosted. According to data released by Nielsen Sports on Monday, viewership among 18- to 34-year-olds in England’s top-flight football league has risen by 20%.

The same data showed that broadcasters NBC and USA Network in the US have averaged 500,000 viewers per match so far this season. That figure points to a 3% increase in the league’s overall average audience from the previous season.

Jon Stainer said the World Cup was “a powerful catalyst.”

According to Stainer, Nielsen Sports’ global managing director, the tournament broadened Premier League’s reach across a wider demographic in the US. The data showed that interest in football not only hit record levels, but also spread to younger and more diverse audiences.

Tottenham featured in the most-watched matches

The most-watched Premier League match in the US this season was Tottenham Hotspur’s game against Newcastle United on 29 August. Just over one million Americans watched Tottenham lose 2-0 at home.

Tottenham appeared in three of the six most-watched Premier League matches in the US this season. Those games were:

  • the 2-0 home defeat to Newcastle United
  • the 3-0 loss away to Brentford
  • the 0-0 home draw with Everton

World Cup boost also seen in MLS and fan profile

The rise in visibility was not limited to the Premier League. Nielsen data also showed growing interest in Major League Soccer (MLS), with interest among 16- to 34-year-olds rising by 23%.

Interest in the World Cup peaked in July with 87 million fans. According to Nielsen Fan Insights data, women made up 44% of that audience.

How were the data collected?

Nielsen Fan Insights conducts online surveys in the US using a sample of 3,000 people. The company uses these roughly half-hour studies to measure interest in football leagues and tournaments.