The news: As US interest in soccer grows with the 2026 FIFA World Cup less than a year away, one streaming brand with deep ties to soccer is notably absent from the pre-World Cup hype: Apple TV+. <p> Our take: Apple TV+ is fathoms behind leading services with approximately 45 million subscribers, per The Information. Without a legacy media business to support its streaming operations, sports leagues have a wealth of other channels to partner with for better reach.</p>

The news: The NFL may dominate sports viewership, but brands are also tuning into sports with smaller, but highly engaged, audiences. A Harris Poll report found that 70% of soccer fans are more excited for the World Cup because it will be hosted in North America. Beyond soccer, women’s sports is gaining momentum as a critical ad opportunity. WNBA team deals have increased 52% in two years, per SponsorUnited. Our take: Advertisers looking to reach tuned-in audiences at a lower cost of entry should view sports advertising opportunities like soccer and women’s sports as critical investments, not a last resort.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women’s sports and betting apps provides marketers with opportunities to reach new audiences.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.

On today's episode, we explore the "madness" surrounding the NCAA tournament each year, customers' reception of QR codes, soccer's rise in popularity in the US, discounts on Amazon Alexa, gaming subscriptions on the horizon, rules around how soccer players can celebrate during games, and more. Tune in to the discussion with our analysts Ross Benes and Dave Frankland and director of reports editing Rahul Chadha.

Where Europe gets a kick out of televised sports

eMarketer vice president of content studio at Insider Intelligence Paul Verna steps in as host of this week's "The Weekly Listen," where he and eMarketer principal analysts Mark Dolliver and Debra Aho Williamson, and junior analyst at Insider Intelligence Blake Droesch discuss the latest updates on the TikTok saga, Quibi's unique predicament, Roku and NBCUniversal's buried hatchet, new game consoles from Sony and Microsoft, the Emmys' declining viewership, and how a home-field advantage influences soccer (or football, if you're European) referees.

Total ad spending in France and Germany will fall this year, as a result of the pandemic. Traditional media will suffer most; digital ad spend will rise marginally, to €4.93 billion ($5.51 billion) in France and €7.38 billion ($8.27 billion) in Germany.

"Behind the Numbers" continues its weeklong investigation of sports streaming around the world with a discussion of Europe's major markets. What platforms and programming are most popular in the UK, France and Germany, and how large are their audiences?

All this week, "Behind the Numbers" is focusing on sports streaming around the world. In the third episode, we turn our attention to APAC. What sports and events are driving uptake in China? Where are esports the biggest thing? And what about cricket?

Traditional TV dominates sports broadcasting in Brazil, but digital platforms are taking hold, including OTT services run by media conglomerates and social media players that are vying for high-profile sports rights.

The sports video streaming landscape in Canada is a mix of legacy TV network groups Bell Media and Rogers Media; digital media giants such as Facebook, Twitter and Amazon; and independent startups like DAZN.

State media network China Central Television (CCTV) is the main purveyor of sports programming in China, but OTT players, including Alibaba, Tencent and Baidu, have disrupted the ecosystem by securing streaming rights to major sports properties.

In India, disruption in the sports broadcasting industry is coming mainly from mobile, as smartphones and better access to data in rural areas have expanded the market for streaming. Top OTT providers include Hotstar, SonyLIV, JioTV and Airtel TV.

Affordable pay TV plans have kept sports broadcasting largely within traditional channels in Mexico, but consumer demand for live video on all screens is pushing media giants to offer streaming options and opening opportunities for outside players.

Streaming services, telco-based platforms and hybrid players are disrupting sports TV broadcasting in South Korea. A shift toward mobile is also drawing sports fans away from legacy media.

Broadcast channels both paid and free carry the lion’s share of live sports content in the UK, but a substantial and growing portion of the population is now streaming sports via digital platforms.

In the US, disruption in the sports broadcasting industry is coming from league-based subscription services; standalone services run by broadcasters and independent startups; linear OTT providers; and social and digital media companies.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analysts Paul Verna and Yory Wurmser dig into the audience data for this year's World Cup, and consider the future of soccer on digital.