The announcement made on Friday represents the most substantial agreement FIFA has reached with a streaming service for a major event. While the financial details were not disclosed, international women's soccer competitions have historically faced challenges in attracting lucrative offers.
“Bringing this iconic tournament to Netflix isn’t just about streaming matches,” stated Bela Bajaria, the company's chief content officer. “It’s also about honoring the athletes, the culture, and the enthusiasm that are fueling the global growth of women’s sports.”
Last month, Netflix ventured into live sports, attracting over 60 million households to a highly publicized boxing match between retired heavyweight champion Mike Tyson and social media influencer Jake Paul, although some viewers experienced streaming issues.
Additionally, Netflix will air two NFL games on Christmas Day: the Kansas City Chiefs versus the Pittsburgh Steelers and the Baltimore Ravens against the Houston Texans, as part of a three-year agreement announced in May.
Typically, World Cups are shown on free-to-air public networks to maximize audience reach, and the most recent women’s tournament in 2023 generated less than 10% of the revenue compared to the men’s 2022 World Cup.
FIFA president Gianni Infantino has openly criticized public broadcasters, particularly in Europe, for undervaluing bids to air the 2023 tournament held in Australia and New Zealand, which was broadcast in the U.S. by Fox.
“This agreement sends a strong message about the true value of the FIFA Women’s World Cup and the global women’s game,” Infantino remarked.
The acquisition of World Cup broadcasting rights represents a significant advancement in Netflix's strategy to expand its live programming offerings. This initiative is part of Netflix's broader plan to enhance its advertising revenue, a key focus since the launch of its lower-priced ad-supported streaming option two years ago. Currently, this ad-supported tier is the fastest-growing segment of Netflix's service, although the majority of its 283 million global subscribers continue to opt for the ad-free, premium plans.
Despite this growth, Netflix is actively seeking to increase its advertising sales to further elevate its revenue, which is projected to reach approximately $30 billion. Company executives anticipate that it may take two to three years for ad sales to become a significant contributor to overall revenue.
This year, Netflix plans to invest around $17 billion in programming—a budget that was previously dedicated almost entirely to scripted content. However, the company is now directing a considerable portion of these funds towards sports and live events, positioning itself as a strong competitor against traditional media outlets vying for similar broadcasting rights.
FIFA is expected to leverage the Netflix partnership to engage in tough negotiations with European broadcasters.
Kieran Maguire, a soccer finance expert and co-host of The Price of Football podcast, described the deal as somewhat risky for FIFA and indicative of Infantino's assertive approach.
“Netflix gains valuable experience in football broadcasting, while FIFA can assert, ‘we are now collaborating with a prestigious organization, so take note, European broadcasters,’” stated Maguire, who is also an academic at the University of Liverpool, during a phone interview.
FIFA and Infantino are also aiming to increase the value of broadcasting agreements to support higher prize money and address the gender pay disparity in the men’s World Cup.
During the men’s 2022 World Cup in Qatar, the 32 participating federations collectively received $440 million in prize money. In contrast, FIFA allocated a total of $152 million for the women’s 2023 tournament, which includes prize money, preparation costs, and player compensation.
In its financial report for 2023, FIFA disclosed total broadcasting revenue of $244 million. This figure contrasts sharply with the nearly $2.9 billion generated during the men's 2022 World Cup.
The upcoming Women’s World Cup, set to take place in Brazil from June 24 to July 25, 2027, will feature 32 teams competing in 64 matches. Initially, the U.S. had submitted a joint bid with Mexico for this event.
The host for the 2031 tournament has yet to be determined, but it is anticipated that the U.S. will submit a bid for a competition that FIFA plans to expand to 48 teams. This expansion would align with the 104-game format of the men’s World Cup, which will debut in 2026 across the U.S., Canada, and Mexico.
Spain emerged victorious in the 2023 Women’s World Cup, following the U.S. team's triumphs in the previous two tournaments held in France in 2019 and Canada in 2015.
The 2015 World Cup final, which saw the U.S. defeat Japan 5-2 in Vancouver, Canada, attracted over 25 million viewers in the U.S., benefiting from a time zone similar to that of Brazil.
FIFA attempted to secure an exclusive global broadcasting agreement with Apple+ for the inaugural 32-team Club World Cup, scheduled for next June and July across 11 U.S. cities. However, broadcast networks showed limited interest in the event, which will now be available for free on the streaming service DAZN, as it strengthens its business connections with Saudi Arabia.
In preparation for the next Women’s World Cup, FIFA announced that Netflix will create an exclusive documentary series leading up to both tournaments, highlighting the journeys of the world's top players and the global expansion of women's football.