Super Bowl LVIII attracted a global TV audience of 62.5 million viewers, marking a 10% increase from the previous year.
Despite this growth, the numbers reveal that only 0.8% of the world’s population tuned in to the ultimate American sporting event.
Glass half full: the international audience for the Super Bowl increased to 62.5 million.
Glass mostly empty: there are 7.67 billion people who don't live in the United States.
Is the NFL truly moving the needle globally?https://t.co/A1APQXNjnJ— ProFootballTalk (@ProFootballTalk) March 6, 2024
The press release did not specify whether 62.5 million was the average or total audience, but additional data reveals the viewership in specific countries.
• In Mexico, 24.1 million people watched the Super Bowl, with an average of 8.7 million viewers.
• Canada had a total audience of 18.8 million, with an average of 10.1 million viewers.
• Germany recorded 3.8 million viewers, averaging 1.9 million.
• The United Kingdom had a total audience of 3.7 million, with an average of 1.2 million viewers.
• No specific numbers were provided for China, but it noted that this Super Bowl was the most watched in seven years.
While the numbers indicate improvement, they emphasize the NFL’s need to establish a significant presence globally. In terms of media consumption, Super Bowl LVIII had a considerable impact in international markets.
Notable highlights include increased viewership in Mexico, with the audience peaking during the halftime show. Canada witnessed a significant increase in both total and average viewership, making it one of the top 5 most-watched English-language broadcasts in the country. Germany, the United Kingdom, and Australia also experienced growth in Super Bowl viewership.
Additionally, the NFL Shop saw a 39% increase in sales, and NFL Game Pass on DAZN had a 61% surge in viewership during Super Bowl LVIII week.
The NFL is experiencing rapid global growth in its fanbase and viewership, with Super Bowl LVIII serving as a significant moment that brought together fans from all over the world. The league and its teams are strategically focused on expanding the game’s popularity on a global scale.
Social media engagement across NFL channels in various international markets has also increased, with a total of over 17.9 million followers worldwide, gaining 1.3 million followers since the previous season.
Super Bowl LVIII saw numerous in-market activations and official NFL watch parties in key markets such as Australia, Brazil, France, Germany, Ghana, Mexico, and the U.K. The U.S. Department of State collaborated with the NFL to host watch parties in over 30 locations worldwide.
The game was broadcasted in over 195 countries/territories and reached approximately 210 million viewers in the United States alone.
Super Bowl LVIII was declared the most-watched television event in history based on Nielsen’s National panel measurement.
The global viewership number includes data from multiple countries, including Australia, Brazil, Canada, France, Germany, Mexico, and the U.K., along with data from over 130 additional countries.
Fans reacted as follows.
Think it takes time to move globally. They need to impact the younger generations to realize NFL > soccer. The older generations won’t change their mind despite being wrong
— Anthony (@xWaRRioR1214) March 6, 2024
No, but why does that matter ??
— Dan klecko (@Danklecko9073) March 6, 2024
The regions most ripe for international NFL growth are Europe and Australia. 4th quarter of the game was 430AM Monday in Central Europe and 230 PM Monday (a work day) in Australia. Put the game Sat night and we all win
— Not today Satan (@Roq44) March 6, 2024
Time zones are important. I watched this until it finished at 4am in the UK but not many will do that.
That means it's finishing 9am Monday in India and midday Monday in Beijing with most at work. A lot of people can't watch even if they wanted to.
— James Rowland (@Iwonthemums) March 6, 2024
They're making $$ hand over fist. International football is bigger but there is no league where the concentration of wealth is so strong among 31 owners.
— Walter Sobchak (@OffDclock) March 6, 2024
For most people on the planet, American football is a weird, complicated sport that happens in short bursts that don't make sense to them. Add in the equipment it takes to play and a very complex rule book, and it will never make a significant dent in soccer, cricket, or rugby.
— Dale Baker (@DB1212013) March 6, 2024
American football will never be really big in countries where it is not played (which is just about everywhere).
— Terry J. Richard (@trichardpdx) March 6, 2024
No.
World Cup final watched by billions.— Bert777 (@gilbertmpadilla) March 6, 2024
No it probably doesn't move the needle globally and it likely never will. Most of the world outside North America would much rather watch Association football (soccer) over American football. That isn't going to change and most in NA don't care.
— Rob Bourque (@bourqueis) March 6, 2024
Currently in third month of Latin America travel, I see lots of Bulls (Jordan), Lakers (Kobe) and LA/NY (cities, not Dodgers/Yanks) gear worn. NFL doesn't even register (beyond an occasional Raiders/Steelers).
— Terry J. Richard (@trichardpdx) March 6, 2024
Not since there’s more hitting in #MLS than this so called tackle football they roll out,#NFL also the #nflofficating is something MLS fans would never let happen.
— BuffaloBills439 (@bills439) March 6, 2024
No and much like the government, maybe try improving the product for the hardworking, loyal fans in the US and stop the greed cause we all know thats what its truly about. Maybe take the lead of other happier countries and stop strying to take over everyone and everything
— KERMiT✈️ (@KERM1T1969) March 6, 2024
It's never going to get close to Football (NA colloquial 'Soccer' – much despised moniker).
People much more aware over here, UK and Europe, than they were when I first started watching (a long time ago -1982) still on the periphery but inching up in popularity .— Craig B 🏈🏇🏻🎼🏈 (@Dead2head) March 6, 2024
Soccer 🥅 will always be the global dominant sport because all you need is a ball ⚽️. Tackle football requires a lot of money & logistics for kids.
— Jeffrey Stoneberger (@Eatmecookme) March 6, 2024
Yes. In the last 3 years I’ve seen Australia practically move closer to having Super Bowl Monday become a work holiday. There are more promotions for SuperBowl hosted parties than there are New Years Eve parties.
— Tim Vafides (@TimmyVafides) March 6, 2024
There are only 1.72 billion Television households worldwide .. you forget a large portion of the world is picking through garbage and looking for their next meal.. keep it all in perspective brother. ✊
— 80HDBroker 🇺🇸 (@80_daddy) March 6, 2024
It's hard to see NFL being anything other than a niche interest outside of the US given the sport isn't played locally in majority of world.
Also doesn't help that the one game that attracts casual viewers is followed by 7 months without any games so doesn't keep their interest
— Richard Reilly (@ricky1reilly) March 6, 2024
I think awareness of the league is being raised, the actual fan base will take longer
— Metal Oxx (@metaloxx) March 6, 2024
You are missing a few things here:
a) many people from overseas are watching the Super Bowl on the NFL streams and/or directly at the respective US TV channel to have the original TV commentators and/or commercials
b) time – the game starts at 00.30 in the morning in Europe— Halbao (@halbao83) March 6, 2024
There are 1.72 billion tv sets in the world, india and china don’t watch NFL, I don’t know where I’m going with this, don’t even know if it makes sense….
— Big T (@Big_Tones_007) March 6, 2024
They need to adjust the time. Was in France during the game and I’m not tuning in at 1:00 AM (unless the Eagles are playing).
— Z (@Glamdring_020) March 6, 2024
