The United States women's soccer team has been captivating fans with its stellar performance on the field, receiving high ratings on networks like Fox and Telemundo. However, while American viewers remain dedicated, the global nature of the Women's World Cup has presented significant challenges in maintaining viewership across different time zones.
Prime Time Victories
The dedication of American soccer fans has been evident during the Women's World Cup, where viewership for the United States women's soccer team remained strong regardless of the game's timing. Notably, the combined English and Spanish-language audience for the Americans' three group stage matches reached an impressive 5,256,000. Yet, replicating this viewership for the subsequent matches poses a considerable challenge.
Time Zone Disparities
With a second-place finish in Group E, the United States now faces matches scheduled during the overnight hours due to the time zone differences. Had the Americans secured the top spot in the group, their round of 16 and quarterfinal matches would have occurred during prime time, enabling broader viewership.
Navigating Global Timing Challenges
The logistical challenges of accommodating viewers across various time zones have been acknowledged by media networks. Fox President, Head of Strategy and Analytics Mike Mulvihill explained, "We knew there was no leeway in changing the schedule for the knockout rounds." While FIFA facilitated scheduling for the group stage matches, prime time exposure for the U.S. team's matches was limited. Mulvihill recognized the limitations of flexibility when participating in a global event of this magnitude.
Viewership Peaks and Challenges
Certain matches proved to be prime time successes, such as the July 21 clash against Vietnam, which attracted 6.26 million viewers, and the July 26 showdown with the Netherlands, which garnered an impressive 7.93 million viewers. Despite the early hours, the July 31 draw against Portugal saw an attendance of 1,560,000.
Looking Ahead
As the Women's World Cup progresses, the United States faces early match start times, with the upcoming match against Sweden scheduled for 5 a.m. EDT. Should the U.S. advance, the August 11 match against Japan will commence at 3:30 a.m. EDT, and the semifinals and final are set to begin at 4 a.m. EDT and 6 a.m. EDT, respectively.
Positive Ratings Amidst Time Zone Challenges
Notably, the U.S. team's group stage ratings on Fox saw an 11% increase from the previous tournament held in 2019, averaging 4,345,000 viewers. Additionally, Spanish-language viewership on Telemundo witnessed a significant surge, with an average of 911,000 viewers, marking a remarkable 57% rise compared to 2019. Notably, streaming contributed to 40% of the total viewership, indicating a shift in how audiences engage with the tournament.
Global Struggles for the Rest of the World Cup
While the United States has maintained strong viewership, the Women's World Cup as a whole has struggled to maintain audience due to time zone differences. The tournament averaged 610,000 viewers on Fox and FS1 over 46 matches, a 37% decrease from 2019. Similarly, the Spanish-language average on Telemundo, Peacock, Universo, and Telemundo streaming services has dropped by 30% year on year to 135,000.
The United States women's soccer team has showcased exceptional prowess on the field, garnering strong viewership from American fans even in the face of inconvenient match timings. However, the Women's World Cup's global nature has underscored the complexities of accommodating diverse audiences across different time zones, leading to varied viewership patterns for matches beyond the U.S. team's fixtures. As the tournament progresses, it serves as a testament to the challenges and opportunities presented by international sporting events in the digital age.
