Brazil will broadcast every one of the 104 matches of the upcoming World Cup exclusively on CazéTV, the streaming service run by popular influencer Casimiro Miguel. The arrangement marks a decisive break from traditional television models and places the tournament squarely in the hands of a digital‑first platform.
FIFA is leaning on digital platforms such as YouTube and TikTok to capture younger audiences, granting them preferred status for live streams and creator‑generated content. This multi‑platform approach is designed to turn every match into a shareable, interactive experience that goes beyond the simple act of watching a game.
A new broadcasting model
The partnership with YouTube allows rights‑holding broadcasters to stream game action live on the video platform, while TikTok receives exclusive access to short‑form highlights and behind‑the‑scenes footage. Both services will also host creator‑produced commentary and analysis, turning fans into active participants.
LiveMode, the Brazilian company that owns CazéTV, has attracted a high‑profile shareholder in Cristiano Ronaldo, underscoring the crossover between sport, entertainment and streaming. In Portugal, LiveMode’s channel will air a single match each day of the tournament, including all Portuguese fixtures and the final, and will distribute that content across TikTok and YouTube.
Netflix has also entered the football arena, securing the U.S. broadcasting rights to the Women’s World Cup in 2027 and 2031. The deal reflects a broader trend of streaming giants investing heavily in women's sports and expanding their live‑event portfolios.
Implications for fans and media
The shift is not merely commercial; it reshapes how fans engage with the sport. In 2022, FIFA recorded 5 billion total engagements during the Qatar tournament, with 2.7 billion coming from digital and streaming services, and 1.5 billion viewers watched the Argentina final, 237 million of them exclusively via digital platforms. Analysts expect the 2026 World Cup to set new records for digital viewership, as influencer‑driven content, multi‑platform distribution and high‑profile partnerships create a multi‑screen experience that traditional broadcasters have struggled to match.