Nexxen: Tubi Could Be Key to Drawing Interest in FIFA World Cup in U.S.

Why It Matters

Tubi’s free World Cup coverage could pull millions of new eyes into ad‑supported streaming, reshaping how advertisers reach fragmented sports audiences and accelerating FAST platform adoption.

Key Takeaways

• Tubi will stream select World Cup games for free, including U.S. opener.
• 14 million new U.S. viewers are attracted by Tubi’s free coverage.
• 86% of prospective viewers cut non‑essential spending, seeking free options.
• 9 million more plan to watch matches in public venues.
• 40% consider adding a subscription, with 25% eyeing vMVPD services.

Pulse Analysis

The 2026 FIFA World Cup arrives amid a crowded media landscape where linear TV, subscription bundles, and free ad‑supported streaming (FAST) vie for eyeballs. Tubi’s decision to air a handful of marquee matches for free positions the platform as a gateway to the tournament, especially for casual fans who might otherwise be deterred by fragmented broadcast schedules. By offering high‑profile games without a paywall, Tubi not only boosts its own viewership but also creates a funnel that can direct users toward other FAST services such as Pluto TV, Xumo Play, and Plex, expanding the overall ad‑supported ecosystem.

Consumer spending trends reinforce the appeal of free content. Nexxen’s survey indicates that 86% of prospective World Cup viewers have reduced non‑essential expenses, with nearly half actively hunting for no‑cost viewing options. This fiscal caution is driving a surge in public‑venue consumption—an estimated 9 million more Americans plan to watch matches in bars and restaurants—and a preference for highlights and recaps over full‑length broadcasts. For advertisers, the fragmentation across platforms heightens the need for sophisticated audience measurement and identity resolution tools to accurately attribute impressions and optimize spend.

While free streaming draws new users, the tournament also fuels subscription growth. About 40% of surveyed fans say they will add a service to access all games, and a quarter of those are targeting virtual multichannel video programming distributors (vMVPDs) like Hulu with Live TV, YouTube TV, and Fubo. This dual‑track dynamic—free entry points paired with premium upgrades—creates a lucrative environment for both ad‑supported and subscription‑based models. As the World Cup amplifies viewership across the FAST spectrum, advertisers and platforms alike must adapt to a more granular, cross‑device audience landscape to capture value from the expanding soccer fanbase.