Football fans ditch TV pundits for online creators in major media shift
Football fans are turning away from traditional TV pundits and towards online creators for their match insights. A recent shift in viewing habits has led to major changes, including the cancellation of long-running shows like Football Focus. Meanwhile, industry experts predict the 2026 World Cup will break sponsorship records, signalling a new era for the sport’s commercial appeal.
Trust in traditional football analysis is fading. Over half of fans—52%—now prefer insights from independent creators over TV pundits. This trend has forced broadcasters to rethink their approach, with Football Focus axed after decades on air. The BBC cited changing audience behaviours and the need to meet fans on new platforms as key reasons for the decision.
The rise of creator-led content is reshaping how fans engage with the game. During the 2022 World Cup, 73% of supporters followed online creators for coverage, and 57% planned to keep watching them afterwards. Interest in the tournament itself remained high, with 78% of fans describing themselves as extremely or very interested. Established names are adapting to the shift. Gary Neville’s media company, *The Overlap*, recently bought *That’s Football*, a popular UK fan channel. Even former pundits like Neville and Gary Lineker now host shows—*Stick to Football* and *The Rest is Football*—that mimic the informal, fan-friendly style of online creators. Looking ahead, the 2026 World Cup is set to become the most lucrative event in sporting history. Sponsorship spending will surpass all previous records, reflecting football’s growing global influence. Brands are being urged to take note of these changes, as fan engagement remains strong—just not in the places it once did.
The cancellation of Football Focus marks a turning point for football media. Fans are still deeply engaged, but their attention has moved to creators and digital platforms. With the 2026 World Cup poised to attract unprecedented commercial investment, the industry must continue adapting to where audiences are watching—not where they used to be.
