This summer marks a pivotal change in the broadcasting landscape as the rivalry between BBC and ITV takes a backseat during the World Cup. For the first time since 1966, their competition will not dominate the broadcasting narrative.
This year’s World Cup, hosted across three nations, is set to be a monumental media spectacle. For the first time, platforms like YouTube and TikTok will stream live matches, while Netflix introduces a daily program, Gary Lineker’s The Rest is Football, which will be broadcast from Times Square over a six-week period.
Lineker, a former Match of the Day host, will kick off the inaugural episode at 6 AM UK time on Wednesday, alongside regulars Alan Shearer and Micah Richards. The lineup also promises appearances from high-profile guests such as Harry Maguire, Frank Lampard, and Patrick Vieira as the tournament progresses.
Richards humorously referred to the anticipated “podcast wars” of the World Cup, noting that his Sky Sports colleague Gary Neville’s Stick to Football will also operate from New York. However, Netflix’s substantial investment in The Rest is Football is poised to elevate its reach and impact.
Netflix has committed £14 million for 40 episodes, which will include interviews and venue reports alongside regular football discussions, driven by concerns over losing viewers to the World Cup’s allure.
Meanwhile, Stick to Football seems to be scaling back its ambitions. After airing some segments on ITV during Euro 2024, Neville’s lighthearted show featuring Ian Wright, Roy Keane, and Jill Scott will now be confined to YouTube with a limited series of only 12 episodes.
Netflix’s increasing interest in live sports is evident, especially considering its exclusive rights to the next two Women’s World Cups. Tony Pastor, co-founder of Goalhanger, which produces The Rest is Football, explained that Netflix aims to engage World Cup viewers even without live match broadcasts.
“They want to be part of the World Cup conversation and offer daily content to keep audiences engaged,” Pastor stated.
With such a significant investment, Lineker and his crew face immense pressure to deliver impressive viewership numbers. However, with the experience of presenting live coverage at six World Cups and playing in two, the 65-year-old is well-prepared for the task.
The broadcasting industry will closely monitor Netflix’s moves, as any expansion of its football content could have far-reaching consequences for its existing sports offerings, which have largely focused on standalone events like Major League Baseball’s opening night and NFL’s Christmas Day games.
“The Rest is Football on Netflix is intriguing,” remarked Alex Kay-Jelski, the BBC’s director of sport. “If it succeeds on a major streaming platform, it will represent a notable shift in the landscape.”
In contrast, the BBC’s plans for the tournament are more restrained. Its coverage will originate from Salford until the final week, with hosts Kelly Cates, Gaby Logan, and Mark Chapman sharing responsibilities.
Due to a redundancy initiative that will see approximately 2,000 BBC employees lose their jobs, financial limitations and a commitment to environmental sustainability influenced the decision-making process.
Emphasizing sustainability, the BBC intends to invest in its future offerings, with a new studio set to open this week alongside a variety of digital services aimed at attracting younger audiences.
Star pundits like Wayne Rooney are expected to add excitement to the TV coverage, and Thomas Frank’s initial media appearances following his dismissal from Tottenham will likely generate significant interest.
“We’ve created a 24/7 World Cup content machine that is more connected and integrated than ever,” Kay-Jelski noted. “Our offerings will cater to everyone, from live TV and Radio Five to YouTube shorts, news analysis, and interactive World Cup games.”
Kay-Jelski added, “If we had £200 million to spend, we might have made different choices, but we’re satisfied with our current position. Our focus cannot solely be on a six-week event; we must invest for the long haul. Thus, we are establishing a new studio that will have lasting benefits for Match of the Day.”
ITV takes a more traditional route with its team, led by Laura Woods and Mark Pougatch, stationed in New York. Niall Sloane, ITV’s director of sport, will attend his 11th World Cup, four decades after his first, when he operated a camera behind the goal at the Azteca Stadium during the infamous moment when Diego Maradona handled the ball past Peter Shilton.
“That was a chaotic 20 minutes,” Sloane recalled with a smile.
Sloane expressed concern over the increasing number of football broadcasts, particularly with the expansion to 48 teams and the rise in matches from 64 to 104.
ITV is set to air 51 matches compared to the BBC’s 54, with both channels sharing the final. ITV will begin strongly with the opening match between Mexico and South Africa, as well as England’s first game against Croatia next Wednesday.
The BBC seems to have banked on Thomas Tuchel’s squad making a deep run. ITV has secured rights to three quarter-finals, including the first two selections, while the BBC has first pick of the semi-finals and England’s matches in the knockout rounds should they advance.
Despite the BBC likely leading in ratings, the World Cup presents a significant commercial opportunity for ITV, particularly as its acquisition by Comcast, which owns Sky, nears completion.
ITV’s audience of 10.2 million during England’s Women’s Euro 2025 semi-final victory over Italy was its largest viewership last year, a number expected to be surpassed this summer.
“We will produce plenty of shorter content, but the significance of two 45-minute halves will persist,” Sloane remarked. “As the popularity of sports has risen, so has the importance of live events. Few TV programs achieve double-digit viewership anymore, but major football tournaments undeniably do.”
“This tournament will be exciting, but I doubt the additional 16 teams will enhance the experience. Some matches may lack the quality expected at a World Cup, which is slightly concerning. There is quite a bit of excess.”
Given the extensive schedule—40% of matches scheduled to start after midnight in the UK—Fifa’s new social media strategy is timely. YouTube and TikTok will livestream the opening 10 minutes of select matches, though many viewers may have fallen asleep by that point.
As the tournament unfolds, the dynamics of media coverage will be closely examined, with both traditional and digital platforms vying for attention in an unprecedented broadcasting showdown.
