​UPDATE 7/9: The final U.S.-Belgium match viewership numbers are in, and they mark the largest audience for any telecast since the Super Bowl. The Round of 16 clash drew 33.086 million viewers, the highest figure ever for a soccer telecast in the United States and the largest non-NFL audience on any network in a decade, dating back to Game 7 of the 2016 World Series on November 2, 2016. The peak delivered 41 million viewers from 9:15 to 9:30 p.m. ET.
PREVIOUS 7/7: Fox has been on a tear with ratings for soccer coverage, propelled by the USMNT’s run and a string of big-match viewership. The U.S. 4-1 defeat to Belgium in the last 16 became the most-watched soccer telecast in U.S. history, drawing about 30 million viewers and hitting a peak of 36.9 million from 9:15 to 9:30 p.m. ET as Belgium pressed for an equalizer. This follows an earlier milestone in the tournament, when Fox posted records in the prior round with the U.S. win over Bosnia and Herzegovina, which drew 24.4 million and peaked near 32 million.
Belgium took the lead in the first half on a Charles De Ketelaere goal. Malik Tillman leveled in the 31st minute, but Belgium answered two minutes later thanks to De Ketelaere again. Hans Vanaken extended Belgium’s advantage with a third, and Romelu Lukaku polished off a fourth in stoppage time as the U.S. exited the tournament. The early and late goals underscored a dramatic display, even as the U.S. bid for a comeback fell short.
The U.S. exit is undoubtedly a disappointment for Fox, but the tournament has still been a triumph for the rights holders, driven not only by the USMNT’s performance but also by the high-profile involvement of co-hosts Mexico and Canada, plus a slate of upsets and tightly contested matches. Fox’s Mike Mulvihill, president of insights and analytics for Fox’s entertainment and sports divisions as well as Tubi, told Deadline that the World Cup reach is “almost like having a second NFL season.” He added, “There really shouldn’t be any debate at this point about whether soccer is popular or will ever be popular. The question now is just, what does it mean for the future of soccer?”
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