Analysis claims 2.7bn tuned into Club World Cup

Analysis conducted by Nielsen Sports claims that 2.7 billion people watched this summer’s Club World Cup. 

The newly expanded tournament was shown globally for free by DAZN, with over 100 sub-licencing deals around the globe. For example, 5 showed some fixtures in the UK, with 2.4m tuning in for the final to see Chelsea emerge as victors. 

Nielsen’s report also claims that 80% of worldwide football fans were aware of the tournament, which took place in the US, 14 June-13 July. The tournament’s official social media accounts gained nine million followers and DAZN’s social channels delivered over ten billion impressions during that month, and FIFA Club World Cup was the most searched sport competition on Google. 

80% of DAZN viewers watch non-live content such as highlights documentaries, magazine shows and more in addition to the live matches. 

In Brazil, where all four teams progressed out of the groups, more than 131 million people watched the tournament on television, the equivalent of 62% of the population. Brazilian network TV Globo recorded its three highest audiences of 2025 during the tournament, with CR Flamengo’s game against FC Bayern München watched by 37.3 million people, and Palmeiras’ games against Inter Miami CF and Botafogo recording their second- and third-highest viewing figures of the year, respectively.

In Spain, 49% of the population (around 24 million people) watched the competition, while in Italy, 48% of the population (around 28 million people) tuned in. In Portugal, it was reported that more than 60% of the population tuned in to watch the competition across DAZN and sublicensee TVI. The most popular match (between Chelsea FC and Paris Saint-Germain) and the match between Inter Miami CF and FC Porto gave TVI its highest and second-highest ratings of 2025 at the time of broadcast, respectively.

In Saudi Arabia, the match between Manchester City FC and Al Hilal saw 77.8% of people watching television at the time of broadcast tuning in.

In Argentina, the match between CA Boca Juniors and SL Benfica was watched by more than 9.1 million people, representing an audience share of 84.2% —the highest in the country since the 2023 CONMEBOL Libertadores final. Meanwhile, Boca’s cross-city rivals CA River Plate recorded an 87% share of the entire television audience during their game against CF Monterrey.

FIFA secretary general Mattias Grafström said: “These preliminary figures confirm that the FIFA Club World Cup has been a global success and a game-changer. From the incredible atmosphere in the stadiums in the United States to 2.7 billion people engaging around the world, the tournament has exceeded expectations. FIFA promised to take this tournament to the world, and there’s no doubt that the world took to the tournament. We thank our global broadcast partner DAZN for their support in delivering this success.” 

CEO of DAZN Group, Shay Segev added: “The numbers demonstrate the extraordinary global appetite for accessible, high-quality football content. Our partnership with FIFA for the FIFA Club World Cup 2025 has set a new global benchmark for experiencing football and the tournament has shown just how powerful the sport can be when presented through a digital-first, fan-centric lens. Together with FIFA, we are proud to have set new standards for global reach and engagement and to have connected fans around the world to one of football’s most exciting tournaments.”

Broadcast Sport visited IMG’s Stockley Park production centre to see how the tournament was produced for English-language audiences earlier this summer.