The 2023/24 Premier League season has become the most-watched campaign in the US according to figures revealed by NBC Sports.
The exclusive US Premier League broadcaster averaged a total audience of 546,000 per televised match, a 4% increase from the average audience of 527,000 from last season. The past season broke the previous record set during the 2015/16 season of 541,000.
The final day of the season, titled ‘Championship Sunday’ by NBC Sports, featured all 10 matches simultaneously across NBC platforms such as USA Network and CNBC and more, breaking more ratings records.
Championship Sunday averaged an audience of 2.9 million viewers, making it the most-watched Premier League final days in US history, eclipsing the 2.7 million figure from the final day of the 2021/22 season.
Peacock, NBC’s streaming service, exceeded one million viewers for a match for the first time in its four years of covering the league. Its broadcast of the December Arsenal–Liverpool fixture, as well as on NBC Sports, broke the record as the most-watched Premier League game.
This record was soon broken by the Manchester City–Arsenal game in March with 2.12 million viewers. Six of the seven most-watched Premier League games in US history happened during the 2023/24 season.
Peacock exclusive matches accounted for the top three and eight of the nine most-streamed Premier League matches in US history, with viewer streams rising by 28% compared to last season.
NBC Sports’ Premier League ratings records coincide with the significant surge in interest of the sport that has occurred over the last several years.
Not only will the 2024 Copa Ámerica and 2026 FIFA World Cup tournaments be held in the US, but the MLS has seen an increase in fan interest, predominantly due to the arrival of Lionel Messi at Inter Miami last year.
The Premier League has also taken note of America’s newfound fanfare for the league and the sport. NBC President of Acquisitions and Partnerships, Jon Miller, recently revealed that the network held “very open and receptive talks” with the English top-flight league over US-hosted games in the future.
Whilst the news was swiftly condemned by fans and media pundits alike, Neil Joyce, CEO of fan data firm CLV Group, told Insider Sport that this proposition may lead to a new substantial revenue stream for the league.
Joyce commented on the new domestic broadcast deal and how it has become stagnant and that the Premier League should opt to take advantage of a new market ready for football growth.
He said: “We know the US market is ready for Premier League clubs to win the hearts, minds and wallets from undecided, unknown US fans – whether it’s through selling merchandise directly to fans, or pursuing partnerships across other sports, collaborations with video gaming, music and content creators.
“Miss this opportunity and we risk losing all of our momentum to the rising tide of organic growth of Major League Soccer, not to mention other European heavyweights like Real Madrid, Barcelona, PSG and Bayern Munich.”
