Serie A Sees Significant Growth in US Viewership, Targets Long-Term Success
Italian soccer’s Serie A has experienced a remarkable 50% hike in viewership in the United States for the 2024-25 season, according to OneFootball.com. The league’s North American CEO, Andy Mitchell, attributes this growth to the increasing popularity of Italian culture in the US, with 51 million Americans having an affinity for Italian culture and 6 million traveling to Italy annually.
In an interview with OneFootball.com, Mitchell discussed the league’s future plans in the US market, citing the growth of its broadcast audience and the success of its weekly newsletter, Calcio Weekly. "Every metric we track is trending in the right direction," Mitchell stated. "Our broadcast audience is up 50% year-on-year. Our weekly newsletter, Calcio Weekly, has been growing at a steady state while maintaining an incredible engagement rate."
The partnership between Serie A and CBS has been instrumental in the league’s growth in the US, with the network broadcasting matches and producing documentaries, such as the Christian Pulisic doc, which showcases the life of a top-level footballer. Mitchell praised CBS, stating, "They are a great partner and we are proud of what we’ve accomplished with them. 50% audience growth is truly amazing, but we believe there is a very high ceiling."
Mitchell also highlighted the unique selling proposition of Serie A, which differentiates it from other European leagues: Italian culture. "We did some research and found that 51 million Americans have an affinity for Italian culture and 6 million Americans travel to Italy every year," he explained. "Americans love Italy, so creating and fostering this cultural connection creates a transformational opportunity for us."
The presence of American players, such as Christian Pulisic and Tim Weah, has also contributed to the league’s growing popularity in the US. Mitchell acknowledged that having American players helps fuel American interest, but also emphasized that Serie A’s historical significance and global powerhouse status are key factors in its appeal. "Americans want to see soccer at the highest level, and that’s what they have in Italy," he said.
As Serie A continues to grow in the US market, the league is focused on long-term success, with plans to widen its audience and cater to different types of fans. Mitchell noted, "There’s a lot of reasons people may follow a particular league or club, and we have to target fans in ways that will resonate with them. Storytelling is a very important tactic that we employ, but we also pay attention to catering to those interested in data and statistics, or those with a cultural affinity for Italy."
Looking ahead, Serie A has several initiatives planned for the next season, with a focus on aligning with travel and culture. The league will also look to capitalize on the 2026 FIFA World Cup, which will be hosted in the US, to reach a new pool of soccer-curious fans. As Mitchell concluded, "Our plans are focused on bringing in new fans of all kinds: from the hardcore fans to the newcomers who may see the World Cup on home soil and want to follow the beautiful game from there."
The growth of Serie A in the US market is a significant development for the sport, with implications for the league’s future success and its ability to compete with other European leagues. As OneFootball.com reports, Serie A’s US viewership growth is a trend that is expected to continue, with the league poised to become a major player in the American sports market.
