FIFA World Cup 2026™ Content Reaches More than 1 Trillion Views on TikTok

How fans around the world celebrated, connected, and discovered the moments and stories that defined the tournament

Fast Facts: FIFA World Cup 2026™ on TikTok

All global internal platform data updated as of July 22, 2026

• 1.2 trillion views on FIFA World Cup 2026™-related content globally on TikTok
• 28 billion views on @fifaworldcup during the tournament
• 660 million unique views of official FIFA broadcaster livestreams
• 520 million visits to the FIFA World Cup 2026™ Hubs
• 22 million videos shared using FIFA World Cup-related hashtags since kickoff
• #FIFAWorldCup: More than 12 million posts, up nearly 1,700% compared to the entire 2022 FIFA World Cup
• 30 Creator Correspondents from 22 countries bringing fans behind the scenes throughout the tournament

From the opening match to Spain's victory, the FIFA World Cup 2026™ became a shared global experience on TikTok, where tournament-related content reached 1.2 trillion views globally and fans celebrated the action, discovered new cultures, and connected through the moments that brought the matches to life. Longtime supporters and first-time fans alike found their own way into the tournament, whether that's through a favorite player, a hometown watch party, or a creator explaining the game as it unfolds. As FIFA's first-ever Preferred Platform, TikTok complemented live match coverage through creator access, immersive experiences, and interactive features that gave fans new ways to experience the tournament before, during, and after each match. And creators Cody Nguyen (@matchday.fc) and Rachel DeMita (@rademita) were on the ground and brought fans along for the tournament's biggest match.

From the global celebrations around Scotland's Boston takeover and Norway's Viking Row to the "Great American Sleepover", the TikTok community captured the emotions, traditions, and personal stories that made the FIFA World Cup 2026™ special.

Moments that have defined the tournament

No single piece of content captured the tournament's magic better than the moments fans couldn't stop watching, rewatching, and sharing. Some highlights included:

• Spain's Lamine Yamal attempted the name pronunciation challenge with hilarious results, and team England's Harry Kane tried his luck on goal in-app.
• Merlin the Duck and Kickball Dad show their excitement and pride for the FIFA World Cup 2026™.
• An abuelo received surprise tickets from his granddaughter, who documented their time together at the game.

A global stage for World Cup fandom

The FIFA World Cup 2026™ is TikTok's biggest content moment to date, generating billions of views, millions of posts, and record-breaking engagement throughout the tournament.

The official @fifaworldcup account generated nearly 28 billion views and earned more than 1.7 billion likes. Since January 2026, following our Preferred Platform deal, the account gained 57 million followers. The new @FIFA account, launched just ahead of the tournament, quickly built its own audience reaching 1.5 billion views and 8 million followers.

TikTok has become a place for fans to share their own World Cup moments. Since kickoff, over 22 million videos were shared on TikTok using World Cup-related hashtags. #FIFAWorldCup and #WorldCup each surpassed 12 million posts globally to date, and posts using those hashtags during the 2026 tournament were up nearly 1,700% and 600% compared with the full 2022 World Cup.

"The FIFA World Cup 2026 has been the biggest content moment we've seen on TikTok, and it shows how fans experience global sporting events differently on our platform," said Rollo Goldstaub, Global Head of Sport, TikTok. "People aren't only watching highlights, they're watching reactions, tactical breakdowns, behind-the-scenes access, and fan perspectives from around the world. Those different entry points make the sport more accessible, particularly for newer or more casual fans, and reflect the creativity and energy fans bring to TikTok every day."

Romy Gai, FIFA Chief Business Officer, added: "The FIFA World Cup 2026 has brought billions of people together through football, and TikTok has played an important role in extending that experience far beyond the stadiums. Throughout the tournament, fans have celebrated, created and shared their own stories, making the FIFA World Cup more interactive, inclusive and accessible than ever before. This partnership is also creating new opportunities for our Media Partners to engage audiences, amplify their coverage and bring fans closer to the action. Together with TikTok, we are reaching new audiences, inspiring the next generation of fans and continuing to evolve the way the world experiences football."

Unprecedented access, powered by creators

TikTok creators brought audiences closer to the FIFA World Cup 2026™ than ever before, offering behind-the-scenes access and local storytelling that could not be found anywhere else. 30 FIFA World Cup 2026™ Creator Correspondents from 22 countries across four continents captured every side of the tournament, from bus arrivals and training sessions to press conferences, warm-ups, and the moments between matches. Their perspectives and authentic storytelling offered fans even richer views of the tournament beyond matchday.

Together, Creator Correspondents shared thousands of posts and generated millions of views, bringing fans closer to the people, traditions, celebrations, and culture that surrounded the FIFA World Cup™.

"This summer hasn't just been a dream come true. It's also been an incredible honor and privilege to partner with TikTok and FIFA to show the world how beautiful football really is. Growing up, the World Cup Final was a celebration in my house every four years, so being able to attend it and create content around it is a bucket-list moment I never thought I'd experience in a million lifetimes." - @matchday.fc

"Covering the FIFA World Cup has been an unforgettable and life-changing experience. From pitch-side access, player interviews, interacting with fans, and connecting with my global TikTok community - this has been the opportunity of a lifetime! I'm immensely grateful to FIFA and TikTok for trusting my creative vision and granting us creators the access to cover this tournament in our own unique voices. Creators are truly the future of sports media!" - @rademita

Extending the Matchday Experience

Working alongside FIFA and official broadcasters, TikTok extended the FIFA World Cup 2026™ beyond the 90 minutes through live moments, original programming, creator content, and interactive fan experiences.

• Broadcast innovation: From livestreaming the first 10 minutes of matches and sharing extended pre- and post-match coverage, broadcast partners published more than 107,000 posts on TikTok during the tournament. Official broadcaster livestreams also generated 660 million unique views.
• Original programming: Today @ FIFA World Cup, the official TikTok x FIFA World Cup show on @fifaworldcup, reached 45 million unique viewers across episodes, bringing audiences closer to the personalities, storylines, and action surrounding every match.
• Always-on fan engagement: Fans around the world visited the FIFA World Cup 2026™ Hubs nearly 520 million times throughout the tournament, exploring stories, checking match information, and keeping up with the action. Brazil, Mexico, and the United States were among the top audiences, highlighting the shared excitement for soccer across the globe.
• Global cultural moments: The FIFA World Cup 2026™ Countdown Concert brought fans around the world together through FIFA's global broadcast and digital channels, with TikTok serving as the exclusive social livestream partner. More than 4.5 million fans tuned in live, giving communities everywhere a front-row view of the celebration.

Collecting the tournament with Panini

For the first time, TikTok and Panini partnered to bring one of football's most iconic fan traditions to a social platform, transforming collecting into an interactive experience inside the FIFA World Cup 2026™ Hub. Fans completed daily tasks, traded duplicate cards, and unlocked milestones as they built a collection of 144 digital cards featuring country emblems, star players, and football icons from all 48 competing nations. Over 96 million fans participated in collecting Panini card's via the FIFA World Cup 2026™ Hub, making it TikTok's most-participated campaign to date.

While the FIFA World Cup 2026™ has come to a close, the creativity and connections sparked throughout the tournament will continue long after the final whistle. From unforgettable moments on the pitch to stories shared by creators and fans around the world, TikTok helped make the tournament more interactive, more personal, and more global than ever before. The tournament has further fueled TikTok's already thriving soccer community, with #SoccerTikTok now surpassing 2.4 million posts globally, underscoring the lasting passion and creativity that will continue well beyond the final match.

*Internal global TikTok data updated as of July 22, 2026