RESOLVING THE LEDGER
This is one outlet's own report from Yahoo Sports — the article as it was filed. Other outlets are covering the same event; open the full story to compare every source side by side.
See the full story · 1 sourcesMore than 60 million viewers across the U.S. tuned into the 2026 men’s World Cup final between Spain and Argentina last month, between Fox and Spanish-language rights holder Telemundo. How many will tune into Netflix’s coverage of the 2027 women’s World Cup final, as of now, remains arguably the biggest experiment for FIFA and the women’s game — and a potential test case for the men.
Fox, the American broadcaster that has held the English-language rights for six editions of the men’s and women’s tournaments, will be off duty for the first time since 2014. The shift from one of the primary broadcasters in the United States to streaming giant Netflix is a seismic one that has inspired plenty of nerves among women’s soccer fans. It also opens up the doors to reimagining the coverage of the sport’s biggest moment.
No financials were disclosed when the deal was announced in 2024, though last week Bloomberg News reported that Netflix paid around $200 million for the two editions of the tournament. FIFA’s decision to split up the men’s and women’s tournaments’ media rights allowed the women’s tournament to establish and develop its own commercial value. Fox shelled out $485 million for the 2026 men’s World Cup alone. That price is expected to rise considerably for the next men’s tournament. (FCC Chairman Brendan Carr has gone on record saying that the men’s tournaments should, in part, remain free to air.)
Netflix has been making some bets of its own on live sports, picking and choosing where to acquire more events, including the MLB Home Run Derby, boxing and NFL holiday games. Netflix hit a high mark for the most-streamed NFL game thanks in part to Beyoncé’s halftime show during a game between the Baltimore Ravens and Houston Texans on Christmas Day 2024, with the stream peaking at 27 million during halftime.
Netflix co-CEO Greg Peters noted on an earnings call that live events have been key to driving sign-ups. Live programming has driven six out of the top 10 new subscriber sign-up days over the past five years.
FIFA, not Netflix, will make the call on whether hydration breaks, which punctuated every game this summer , return. Though it will be winter in Brazil, the men’s tournament had hydration breaks during games played in indoor venues, too.
Netflix’s countdown page promises, “Coverage will be available in multiple languages, with English and Spanish telecasts in the United States and English and select French telecasts in Canada. Alongside the live matches, fans can expect studio coverage, commentary, entertainment, and documentary programming that brings them closer to the players, teams, and stories shaping the global women’s game.”
Very little else is known beyond the hiring of two experienced outside broadcasters who will serve as executive producers of the tournament in Michael Cohen and Eli Velazquez. (Disclaimer: I worked with Cohen during the NWSL on Lifetime era from 2017 to 2019.) Elle Duncan, who joined Netflix from ESPN in 2025, served as the primary expert for Netflix’s storylines to watch published in June.
Still, there are nerves around the preeminent sporting event shifting to a streaming service. The good news for Netflix is that the tournament is in a far more favorable time zone for American and Canadian audiences than in 2023, when the tournament took place in Australia and New Zealand.
There’s only room for growth after the viewership mark for the 2023 final, which was the highest-viewed final in the U.S. not featuring the U.S. women’s national team — despite airing at 6 a.m. ET.
World Cup English-language viewership
Year Network Teams Day & time (ET) Location Viewership 2026
FOX
Spain vs. Argentina
Sun, 3 pm
East Rutherford, USA
38.9m
2023
FOX
Spain vs. England
Sun, 6 am
Sydney, AUS
1.7m
2022
FOX
Argentina vs. France
Sun, 10 am
Lusail, QAT
16.8m
2019
FOX
USA vs. Netherlands
Sun, 11 am
Lyon, FRA
14.3m
2018
FOX
France vs. Croatia
Sun, 11 am
Moscow, RUS
11.4m
2015
FOX
USA vs. Japan
Sun, 7 pm
Vancouver, CAN
25.4m
2014
ABC
Germany vs. Argentina
Sun, 3 pm
Rio de Janeiro, BRA
17.3m
2011
ESPN
Japan vs. USA
Sun, 3 pm
Frankfurt, GER
13.5m
The 2027 final is set for Sunday, July 25, with the host stadium and exact time still to be determined. Even if FIFA pushes start times to be more favorable for European viewers, as a source with knowledge of Netflix’s plans indicated, it’s likely to be a favorable Sunday afternoon time slot.
While specific details of Netflix’s plans remain unknown, the main question is how it approaches the shift in accessibility and viewership habits.
Stepping onto the main floor of Fanatics Fest in New York City before the men’s World Cup final in July, sports fans were met with a massive tournament-themed fan zone, and, immediately to the right, were welcomed into a corner dedicated to the 2027 Women’s World Cup. Fans could test their shooting skills and pose for a photo with the tournament’s trophy in front of a backdrop advertising Netflix nearly as much as the tournament itself.
Netflix has continued its marketing activations by sending large statues of a bronze hand with painted nails (featuring the U.S. and Canada flags for their streaming rights, the Brazil flag for the host, and a soccer ball) and an old school Netflix mailing envelope that reads, “Come to Play, FIFA Women’s World Cup Brazil 2027, Live on Netflix” to NWSL stadiums in Orlando and Portland. (Retired NWSL and New Zealand player Ali Riley may have had the best comment, asking just how many current players even remember the envelope mailers.)
Netflix has also sent promotional boxes to influencers featuring press-on nail sets that match the statue, as well as a camera. Of the handful of videos posted on Instagram, Netflix skewed in a health and fitness direction rather than a prime women’s soccer — or general soccer — direction with its marketing.
A ...
AIPROPX is an independent multi-source news index — we track, compare, and connect coverage from across the web into one place you won't find anywhere else.