For Soccer’s annual survey proves U.S. soccer fandom is becoming more diverse

The GIST: For Soccer, a North American leader in soccer marketing, media, and experiences, released its annual fan insights report on U.S. soccer fans yesterday. Its numbers illustrate that the beautiful game’s American fanbase is becoming more diverse, especially when it comes to women and people of color. Let’s dive in.

Overall insights: American soccer fans follow the sport closely, with 84% watching at least one game per week and over 33% watching three or more games weekly. More than 50% of fans who are streaming subscribers noted soccer coverage as a “very important” reason they maintain their subscription, something Apple likely knows after an Apple TV+ sign-up spree fueled by Messi Mania.

• Soccer fans seem to prefer YouTube and Facebook for catching the latest content, but TikTok is trending upwards. The number of respondents who named TikTok as their top soccer app rose 31% YoY, while those who placed it among their top three social media platforms increased 24% YoY.

• Soccer is also cultivating a more diverse fan following: Fans who started following the sport within the past five years are 10% less likely to be white and 25% more likely to be Black compared to all soccer fans, and they’re also 20% less likely to be a man and 37% more likely to be a woman. Oosa!

Insights on Black and Hispanic fans: For Soccer also published two additional reports surveyed young Hispanic soccer players and the Black soccer community. Within both groups, young fans are highly engaged with soccer on social media platforms, while family and community identity plays an integral role in bringing new and younger audiences into the game.

• Among teenage Hispanic soccer players, 80% are male, but participation among young women has skyrocketed 82% YoY and 185% since 2021. Along with England’s Premier League, these athletes follow Liga and Liga MX fandom, with nearly 66% rooting for Mexico’s national team.

• More than half of Black fans credited their family for cultivating their fútbol interest, and more than 65% feel more connected to the game after seeing Black players succeed. While only about 50% of Black soccer fans root for the USMNT, over 75% root for the USWNT. Here to thrive.