With overnight kickoff times and the U.S. women’s national team badly underperforming, it was no surprise that the 2023 Women’s World Cup posted its lowest average English-language TV audience in the United States since 2007.
According to Sports Media Watch, the recently completed World Cup in Australia and New Zealand averaged 669,000 viewers for games across Fox and FS1.
That figure is down 60 percent from the 2019 World Cup in France, which averaged 1.66 million viewers per game. It is also the lowest total since the 2007 World Cup on ESPN and ESPN2 (288,000), which took place in China — a similarly difficult time zone for American viewers.
The USWNT drew strong ratings for its first two games, which both kicked off at 9 p.m. ET: 5,261,000 viewers watched the opener against Vietnam, while 6,429,000 tuned in for the second game against the Netherlands.
Fox then drew 1,354,000 viewers for the USWNT’s group-stage finale against Portugal, which began at 3 a.m. ET. Despite the drop in viewers, it was still the most-watched overnight (3-6 a.m. ET) telecast in Fox history.
But the USWNT’s second-place finish in the group stage was a major blow to American viewership. Rather than two potential prime-time kickoffs in the round of 16 and quarterfinal, the U.S. was staring down a path to the final that would only feature overnight start times.
Of course, the U.S. would only play one knockout stage game: a round of 16 defeat to Sweden. With a 5 a.m. ET kickoff, the game drew 2.5 million viewers.
In a sign that the USWNT is still a major draw, the team’s four games averaged 3,795,000 viewers, which is actually up two percent over 2019 despite having two overnight kickoff times.
“The two [USWNT games] that were played in prime, I think, would have been even surpassed once we got to the knockout stages. The stakes would have been higher,” Michael Mulvihill, Fox’s president of insights and analytics, said in an interview with Deadline.
Perhaps the biggest indication of how the time difference and USWNT underperformance combined to hurt TV ratings can be seen in the final.
With a 6 a.m. ET kickoff on Sunday, the final between England and Spain drew 1.66 million viewers on Fox. That figure was down 88 percent from the 13.98 million who watched the USWNT defeat the Netherlands in the 2019 final, which kicked off at 11 a.m. ET.
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