Fox breaks 1bn digital mark, closes in on baseball World Series record


Fox Sports has passed one billion views for World Cup content across its digital and social platforms in just the first five days of the tournament.

“We expected to get to that mark. I don’t think in a million years we expected to get to that mark in five days,” said Fox Sports SVP of digital Michael Bucklin. “The World Cup gods are shining down kindly upon us at the moment.”

The pace is record-breaking. Fox is on course to beat its own digital high of 1.3 billion views, set by the 2025 Dodgers–Blue Jays World Series, with the entire 2022 World Cup (1.2 billion) now in its sights. The host nations did the early heavy lifting, with Mexico, Canada, and the US match days driving the biggest numbers before tournament favourites Argentina, France and England had even kicked off.

Fox’s big bets on social are landing. The ‘Always On’ YouTube strategy is humming, with Chef Nick’s food content alone topping 100 million views, including 21 million for a Netherlands-Japan tie-in.

On X, it’s the fans carrying the load with 11 million views for Australian supporters celebrating against Turkey, plus Brazilians dancing in a rainy Times Square and Scots singing in Boston. Zlatan Ibrahimovic clips and Jameis Winston’s roving ‘side quests’ are also cleaning up.

And people are staying. Average time on Fox stories sits at five minutes 23 seconds, up 89% on 2022.

“We’re really focused on getting through this first group leg,” Bucklin said, eyeing the US-Australia second group game tonight. “The opener is more of a celebration. This next one actually has impact on the tournament. So, we’ll be all over that.”

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