Originally published May 2024. Updated November 2025 with the latest Premier League U.S. viewership data and streaming performance insights from NBC Sports’ 2025-26 season.
TL;DR:
NBC Sports’ Premier League coverage just hit record-breaking numbers for the 2025-26 opener, averaging ~850,000 U.S. viewers and a marquee 2.0 million for Manchester United vs Arsenal. While full-season averages dipped slightly in 2024-25, the streaming and social engagement tailwinds remain strong — underscoring soccer’s rising status in America ahead of the 2026 World Cup.
The Catalyst…NBC Sports’ Premier League Streaming
In the competitive arena of U.S. sports, a new player is steadily gaining ground. Soccer, once a niche interest in America, is now becoming a major player in the states. Thanks mainly to strategic broadcasting decisions that have made the sport more accessible. At the heart of this change is NBC Sports and its streaming service, Peacock, which have revolutionized how Americans consume soccer, particularly the English Premier League (EPL).
Premier League Streaming in the US Is Leading to a Surge in Popularity
Recent data underscores the shift occurring in the U.S. sports fandom. According to Ampere Analysis, nearly one in five Americans now cites soccer as their favorite sport, a significant increase fueled by enhanced broadcast and streaming access. This change isn’t just about more people watching; it’s about who is watching. The U.S. soccer audience is affluent, engaged, and increasingly female, diverging from traditional American sports demographics.
The Premier League
NBC’s acquisition of the Premier League rights in a six-year, $2.7 billion deal has been pivotal. This arrangement isn’t just about broadcasting games; it’s about creating an immersive soccer culture. Matches are scheduled for convenient viewing across time zones, and both English and Spanish broadcasts cater to a diverse audience. The result? Record-breaking viewership figures, with matches like Liverpool vs. Arsenal drawing nearly 2 million viewers—a testament to the growing appeal of soccer stateside.
Streaming Meets Soccer
The rise of streaming has coincided perfectly with soccer’s expansion in the U.S. Peacock, NBC’s streaming platform, offers comprehensive access to Premier League games, fulfilling the demands of a generation that prefers on-demand viewing. Unlike traditional sports broadcasts, which can be bogged down by lengthy commercials and interruptions, soccer’s continuous play and shorter match length resonate well with the streaming model, offering a compact, action-packed viewing experience.
The Accessibility of Soccer Matches on TV
Accessibility is the linchpin in soccer’s growing U.S. presence. The ability to watch any Premier League match live or on-demand on devices like smartphones and tablets means fans can connect with their favorite teams and players more easily than ever. This convenience has made passive viewers into passionate fans, further embedded by social media platforms where highlights and player interactions drive deeper engagement.
Beyond the Premier League
The influence of Premier League streaming on U.S. soccer culture indicates a broader shift toward global sports consumption. As American viewers become more accustomed to international sports, their tastes diversify. This trend is supported by other networks and platforms investing heavily in soccer, including Paramount’s rights to the UEFA Champions League and CBS’s coverage of Italian Serie A, both of which aim to replicate NBC’s success with the Premier League.
Soccer’s Expanding American Footprint
Looking forward, the landscape of American sports is set to evolve even further. With the 2026 World Cup on the horizon, hosted by the U.S., Canada, and Mexico, soccer’s prominence is only expected to rise. This event will likely catalyze even greater interest and investment in soccer, propelling the sport to new heights in American media and culture.
2025-26 Update: Record Premier League Viewership and Streaming Growth
NBC Sports’ Premier League coverage continues to fuel soccer’s rise in the U.S. The 2025-26 opening weekend (Aug 15-17) averaged 850,000 viewers across NBC, Peacock, and USA Network — the most-watched Premier League opening weekend ever in America.
The Manchester United vs Arsenal match drew 2 million viewers, a new record.
While the full 2024-25 season averaged about 510,000 viewers on broadcast (down ~7 % YoY), streaming and engagement surged: +34 % video views and +42 % social interactions year-over-year, according to NBC and Sports Business Journal.
This growth shows a continued shift from traditional TV toward streaming and mobile viewing — positioning soccer perfectly as the 2026 World Cup approaches.
A New Era of U.S. Sports
The partnership between NBC and the Premier League is more than just a broadcasting agreement; it’s a catalyst for change in American sports. As soccer grows, fueled by strategic streaming access and changing viewer habits, it stands poised to redefine what sports mean to Americans. This isn’t just a passing trend but a shift towards a more inclusive, globally-oriented sports culture in the U.S.
US World Cup Series articles:
The World’s Most Popular Sport
US World Cup Series | The Biggest Sporting Event, Even Bigger Than the Super Bowl
US World Cup Series | Soccer Is Time-Efficient
Next article in the series: US World Cup Series | FIFA Club World Cup 2025 – A Big Moment for US Soccer
FAQ:
Why are Premier League games on NBC/Peacock performing so well in the U.S.?
Because NBC’s multiplatform approach (broadcast + Peacock streaming + digital support) makes the sport more accessible and aligns with younger and mobile-first audiences. The 2 million‐viewer opening match in 2025 is proof.
Does a dip in full-season broadcast viewership undermine this growth?
Not necessarily. Although the full 2024-25 season average was about 510,000 (down ~7 % year-over-year), streaming and engagement metrics are rising, suggesting the audience is shifting rather than shrinking.
What role does streaming play vs traditional TV for soccer in the U.S.?
Streaming allows more games, more flexibility, and mobile device access — key for engaging younger and more diverse audiences. It complements, rather than replaces, broadcast.
How does the Premier League on NBC/Peacock tie into the U.S. sports media landscape?
Soccer’s rise in the U.S. challenges the traditional dominance of American football, basketball and baseball. With major rights deals and streaming strategy, soccer is becoming a major player in the media rights and audience growth story.
What should brands and media buyers take away?
The growing soccer audience in the U.S. is affluent, engaged, and diversifying — making Premier League streaming and related content a high-value opportunity for advertisers and content creators.
Interested in reaching America’s next-wave soccer audience? At SportsEpreneur, we partner with brands, publishers, and media creators to build strategic content, placements, and campaigns around the growth of soccer in the U.S. Let’s explore how your message can tap into this momentum. Contact us.
Related content to Premier League on NBC/Peacock:
Soccer Raised Me with Nana Attakora
The Future of Soccer in the United States
The Future of Sports Streaming
Is the MLS Running Into Problems?
Real Madrid Came to the US, and It Was a Wild Success
Sources for “How NBC Sports’ Premier League Streaming Fuels Soccer in the U.S.”:
How the Premier League grew into the biggest soccer league in the United States: https://theathletic.com/5218686/2024/01/23/premier-league-united-states/
NBCUniversal’s Peacock streaming service is growing, thanks to live sports: https://www.cnbc.com/2023/07/27/nbcuniversal-peacock-streaming-growth-sports.html
Paramount Beats Amazon With $1.5 Billion Deal for Champions League Rights: https://www.bloomberg.com/news/articles/2022-08-19/champions-league-to-stay-on-paramount-with-1-5-billion-us-deal
Paramount Wins Rights to UEFA, Including Champions League, in $1.5B Deal: https://www.hollywoodreporter.com/tv/tv-news/paramount-tv-streaming-rights-uefa-champions-league-1235202236/
Premier League makes Peacock-heavy debut as NBC’s streaming push continues: Sports on TV: https://theathletic.com/3493556/2022/08/09/premier-league-nbc-peacock-ratings/
Broadcasters Eye Growing U.S. Soccer Fan Base: https://www.tvtechnology.com/news/broadcasters-eye-growing-soccer-fanbase-in-us/
How NBC Sports Plans on Turning the Premier League Into the Next NFL: https://www.adweek.com/convergent-tv/how-nbc-sports-plans-on-turning-the-premier-league-into-the-next-nfl/
Eric Kasimov is the founder of SportsEpreneur, part of the KazSource media network. Since launching the platform in 2015, he has hosted over 500 podcast episodes, written and published more than 1,500 articles, and advised business leaders, founders, and creators on building authority through media strategy.
Through his brands — KazSource, KazCM, SportsEpreneur, and QuietLoud Studios — Eric leads teams that produce podcasts, develop brand platforms, and help companies grow through modern content ecosystems. He also scaled KazSource Insurance into a seven-figure boutique agency, providing the foundation for the broader media network he operates today.
His work has been featured in Forbes, Axios, and Front Office Sports, and his podcasts have included conversations with top founders, investors, and athletes turned entrepreneurs.