A notable trend is emerging during the World Cup as a significant portion of English-speaking viewers in the United States are tuning into broadcasts on Telemundo, the Spanish-language network, often with limited comprehension of the commentary.
Viewers like Ashleigh Hallam, an English as a second language teacher from Indiana, find themselves drawn to the Spanish broadcasts. While she doesn't understand all the Spanish, she states, "You understand what's going on." This phenomenon is occurring despite the availability of English-language broadcasts on Fox and FS1, as well as streaming options.
Reasons cited for this preference include the excitement of famed broadcaster Andrés Cantor's signature goal call, "¡goooooool!" Unlike some English-language broadcasts that cut to commercials during hydration breaks, Telemundo maintains continuous coverage, a feature praised by viewers. Comedian Trevor Noah highlighted this on his YouTube streams, noting that continuous coverage allows viewers to witness player and coach interactions during breaks, adding to the viewing experience. Telemundo has acknowledged the praise from these new viewers.
Nielsen ratings indicate that while approximately 20% of the U.S. population is Hispanic, roughly half of World Cup viewers in the U.S. have watched some portion of matches in Spanish. The Belgium-U.S. match on Monday night reportedly drew a peak viewership of around 41 million, becoming the most-watched soccer telecast in U.S. history. An average of at least 45 million viewers watched that game across Fox and Telemundo.
Jackson Braunius, from Michigan, watches games on Telemundo despite knowing minimal Spanish. He observes that the announcers' increased energy levels often correlate with significant game action, such as potential goals. William Kennedy, whose wife is Colombian, also finds himself frequently watching on Telemundo, preferring the excitement of the Spanish commentary even when Colombia is not playing.
For Hallam, who became a soccer fan a few years ago while coaching her daughter's team, the Spanish broadcasts have become a comforting and enjoyable part of her World Cup experience, a habit she plans to continue. The success of this World Cup's viewership could influence future broadcasting rights deals, with reports suggesting that English and Spanish-language rights might be bundled for the 2030 World Cup, a departure from the current arrangement.