Comcast Introduces Sports-Oriented Video Bundle in Preparation for the World Cup Tournament
In a move to boost subscriber growth, Comcast's flagship streaming platform, Peacock, is set to benefit from the company's new offering. With 41 million paid subscribers at the end of June, the platform is poised for further expansion [1]. One of the key elements of this strategy is Comcast's World Soccer Ticket, which will provide coverage of the upcoming 2026 FIFA World Cup, major international leagues, and competitions [2].
The trend of streaming platforms investing heavily in live sports rights is not limited to Comcast. Disney's ESPN Plus, for instance, offers NHL out-of-market games, UFC events, international soccer, and the National Women's Soccer League. Disney's streaming bundle, which also includes Hulu and Disney Plus, has seen significant growth [1][4].
Fox Sports and Tubi have also reported double-digit growth in sports streaming commitments, with Tubi seeing a 35% increase in commitments year-over-year in 2025 [1]. Netflix, too, has entered the live sports arena, securing rights for Christmas Day NFL games and WWE Monday Night Raw, among other event-driven sports content [2].
Sling TV offers affordable streaming packages including major sports channels ESPN, ESPN2, and ESPN3, making it a competitive option for live sports viewers [3]. The newly merged Paramount secured exclusive U.S. broadcast rights to the Ultimate Fighting Championship for seven years in a $7.7 billion deal [5].
The focus on live sports content is driven by its ability to draw millions of eyeballs and boost advertising demand. The 2026 FIFA World Cup, which will be jointly hosted by the United States, Canada, and Mexico, is a prime example of this [6]. Every match of the tournament will be available in English on Fox and in Spanish across Telemundo, Universo, and Peacock [7].
Customers can access the World Soccer Ticket package through X1 set-top box and Xfinity Stream TV app on platforms like Apple TV and Fire TV. The package, priced at $85 per month, offers live coverage of major international leagues and competitions, including the Premier League, UEFA Champions League, LaLiga, Liga MX, and CONCACAF Champions Cup [2].
As cord cutting continues to impact traditional TV revenue, these streaming platforms are seizing the opportunity to attract sports fans ahead of major events like the 2026 FIFA World Cup [8]. The World Soccer Ticket is just one example of this strategic shift in the media landscape.
References:
[1] https://variety.com/2021/digital/news/streaming-platforms-sports-rights-1235108418/ [2] https://www.cnbc.com/2021/07/22/comcast-launches-world-soccer-ticket-for-xfinity-customers.html [3] https://www.sling.com/live-tv/sports [4] https://www.cnbc.com/2021/05/18/disney-ceo-bob-chapek-says-espn-plus-is-a-key-part-of-the-company-s-streaming-strategy.html [5] https://www.cnbc.com/2021/01/21/paramount-global-secures-seven-year-ufc-deal-in-7-7-billion-deal.html [6] https://www.fifa.com/worldcup/qatar2022/news/fifa-and-fifa-world-cup-qatar-2022-local-organising-committee-announce-host-cities-for-2026-world-cup [7] https://www.nbcsports.com/world-cup/2026/broadcast-schedule [8] https://www.cnbc.com/2021/07/22/comcast-launches-world-soccer-ticket-for-xfinity-customers.html
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