For the first time since 1994, the U.S. has hosted the World Cup. This has opened the door for a lot of North American creators to get involved in making content around the tournament. The last World Cup took place when the internet was a much different place than it is today. Since 2022, IRL streaming has exploded, our algorithms have become far more niche, and YouTube now accounts for 13% of all U.S. TV viewing, up from just 7-8% in 2022.
Why Is There So Much Buzz This Tournament?
One area of content that has been generating a lot of buzz has been livestreamers streaming from the stands. Marlon, IShowSpeed, and Lacy have all been buying tickets to games and livestreaming to YouTube or Twitch. There have also been a lot of creators reacting to games and providing live commentary from home. Obviously, creators attending the games aren’t allowed to show the field (at this point they should just let them), but it hasn’t seemed to matter because I believe most of these people also have the game pulled up on a TV or another screen. Clips from these streams are also making the rounds on Instagram and TikTok, like the one of Speed in tears after his favorite player, Ronaldo, was eliminated from the tournament.
Speed behind the goal during Messi’s penalty shootout.
Second-screen viewership plays an important role in the live sports experience, especially for Gen Z. The rest of the industry is also taking notice, as Trevor Noah’s World Cup watch party on YouTube has drawn hundreds of thousands of views. We’re watching our favorite creators and artists as they watch and react to the game more than ever. Even the Associated Press streamed a watch party where they simply showed crowds of people watching the game at live events. We’re at the point where live events are back, but if you can’t make it, people will tune in to the creators who can.
Erling Haaland Held Our Attention
Erling Haaland is an absolute menace on social media. Anyone who has been following the World Cup on social media knows how much he’s taken center stage. Usually, athletes portray themselves as very professional on Instagram, like Ronaldo. Haaland is the exact opposite. He’s a goblin on the internet.
Haaland is part of a growing list of professional athletes who grew up on the internet (he actually has a long history of internet-native content). He’s perfected the clip farm and understands that if he just leans into who he is, he captures the internet’s attention. Even after scoring the winning goal against Brazil, his first thought was to take a selfie in the team locker room (1 million comments is crazy work). This isn’t going to work for every athlete, but this level of chaos dominates attention right now. Also RIP to Norway’s run, one of my favorite teams to watch this year.
This Will Carry On Into The Olympics
The Olympics is the next big U.S.-based opportunity for creators to drive viewership. Don’t expect this trend to stay stagnant over the next few years leading up to the 2028 Summer Olympics in Los Angeles. We’re going to see more creators on the sidelines of college and NFL football games, leagues becoming less strict about what players and creators can and can’t film inside stadiums, and watch parties happening on a regional level for major sporting events.
The Big Takeaway
The World Cup is showing us what the future of live sports looks like. Second-screen viewing, livestreams, watch parties, and creators are becoming just as important as the broadcast itself. This trend is only getting started and will continue as the LA 2028 draws closer.
More than a million creators applied for Kai Cenat’s Streamer University, with only 120 students being selected. Classes officially begin on Wednesday, July 15, where professors like Agent, T-Pain, Ludwig, and Maya Higa will lead sessions teaching students how to become better streamers in their areas of expertise. Pro tip: you're going to need Twitch Turbo if you want to bounce around and see what all the students are up to.
Kai Drops A Diss Track
Crazy lyrics.
Bieber Confirmed For World Cup Final Halftime Show
What if he just performs the Coachella set?
BIG 12 Signs A Deal With Monster Energy Drink (Patches and Field Logos)
Who’s up rippin’ a monster before kickoff?
