Gen Z is abandoning traditional TV for the World Cup. The 2026 tournament may belong to creators on YouTube and TikTok, not broadcast networks.
Younger fans are increasingly tuning into short-form content from digital creators rather than linear TV coverage. This shift threatens the billion-dollar broadcast deals that have long defined the world's biggest sporting event.
The 2026 World Cup, co-hosted by the United States, Canada, and Mexico, will be the first to feature 48 teams and 16 host cities. It also arrives at a tipping point in media consumption. Gen Z—those born between 1997 and 2012—now makes up a third of global football fandom, yet they are the hardest cohort for traditional networks to reach.
In the 2022 Qatar World Cup, broadcasters saw a 15% drop in under-30 viewership compared to 2018. Meanwhile, creator-led highlights and analysis on YouTube and TikTok surged. Channels like Oh My Goal and TikTok accounts such as @footballedits pulled billions of views without a single TV commercial.
Creators are now being courted directly by FIFA and national teams. FIFA has signed content partnerships with top football influencers to produce behind-the-scenes coverage, match reactions, and real-time clips. These deals bypass traditional broadcasters and give creator-driven platforms exclusive access.
Data from Tubular Labs shows that creator content around the last World Cup generated engagement rates 3.6 times higher than official broadcaster posts. For advertisers, that means better ROI on influencer integrations than on 30-second TV spots. Ad buyers are already shifting budgets for 2026 toward TikTok, Instagram Reels, and YouTube Shorts.
The economics of the World Cup are changing. Broadcasters paid FIFA roughly $3 billion for the 2022 rights, but if Gen Z continues to ignore linear TV, that figure may not hold. Analysts predict that by 2026, creator revenue from tournament-related content could exceed $500 million—a fraction of TV rights, but growing fast.
"The World Cup is becoming a creator event," says media analyst Sarah Perez. "FIFA understands that to stay relevant, it has to be where the fans are—and that's on TikTok and YouTube."
For traditional networks, the challenge is existential. They still command premium live rights, but they risk becoming the "broadcast of record" for older audiences only. Younger fans will watch highlights and commentary from their favorite creators, not from a studio anchor.
Looking ahead, the 2026 World Cup could be a watershed moment. If creator coverage outperforms broadcaster ratings among under-30s, it will accelerate the unbundling of live sports from TV. Rights negotiations for the 2030 World Cup, which will span six countries across three continents, may look radically different.
World Cup creators are not just supplementing coverage—they are becoming the primary lens through which a generation experiences global football. The broadcasters that fail to adapt may find themselves watching from the sidelines.
Technology
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The 2026 World Cup May Belong To Creators, Not TV Networks
As the 2026 World Cup approaches, football creators on YouTube and TikTok are becoming more influential than traditional broadcasters for Gen Z fans.
Ian Shepherd, Contributor
Forbes
3 min read
7/10
Key Takeaways
- Gen Z viewers accounted for 40% of World Cup creator-content consumption in 2022, compared to 18% for linear TV.
- Engagement rates on creator-driven TikTok posts about the World Cup were 3.6 times higher than official broadcaster posts on Instagram.
- FIFA has signed direct content partnerships with top football influencers for the 2026 tournament, bypassing traditional broadcasters in key markets.
- Advertiser spending on influencer integrations for the 2026 World Cup is projected to exceed $500 million, up from $150 million in 2022.
- Traditional TV viewership for the World Cup among under-30s declined by 15% between 2018 and 2022, a trend expected to accelerate in 2026.
Frequently Asked Questions
Gen Z fans prefer short-form, authentic content on platforms like YouTube and TikTok over traditional live broadcasts. Creators offer real-time highlights, reactions, and behind-the-scenes access that feel more personal and engaging than network coverage. This has forced FIFA and advertisers to pivot toward creator partnerships.
FIFA has signed direct deals with top football influencers to produce exclusive content from the tournament, including match reactions, player interviews, and vlogs. These creators will have behind-the-scenes access that previously only broadcasters had, allowing them to distribute real-time clips on TikTok, YouTube, and Instagram.
Gen Z primarily uses TikTok, YouTube Shorts, and Instagram Reels for World Cup highlights and analysis. Traditional linear TV is increasingly seen as outdated by this demographic. Data shows that creator content on these platforms generates significantly higher engagement than official broadcaster posts.
Broadcasters have paid billions for rights, but if Gen Z continues to ignore linear TV, advertising revenue may dip. However, they still retain live rights for the broader audience. Analysts predict that the split between TV and creator revenue will widen, potentially lowering the value of future broadcast rights deals.
FIFA is embracing creator partnerships to stay relevant to younger audiences. Advertisers are shifting budgets from TV spots to influencer integrations, which offer higher engagement and better targeting. This trend could reshape how live sports are funded and consumed globally.
Original source
www.forbes.com
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