For the first time, Brazil’s World Cup broadcasts have significantly shifted from traditional television to online streaming, marking a notable change in how the soccer-obsessed nation consumes the sport. During the 2026 tournament, only half of the matches are being aired on conventional TV, while the streaming platform CazeTV, accessible via YouTube and other apps like Amazon Prime and Disney+, is providing free live coverage of all 104 games.
CazeTV, founded by popular streamer Casimiro Miguel, has emerged as a central player in this new media landscape. The platform recorded a peak of 21.3 million simultaneous devices connected during Brazil’s 2-1 victory over Japan, making it one of the most-viewed live streams on YouTube globally. The service is operated by LiveMode, which has mirrored this model in Portugal through LiveModeTV—a channel supported by star player Cristiano Ronaldo—that has reached nearly 90 percent of Portuguese households with free World Cup coverage.
While Globo, Latin America’s largest television network, remains the dominant broadcaster in Brazil, capturing 86 percent of the tournament’s audience so far, the arrival of CazeTV has fragmented viewership. This change has created more options especially for younger fans, who increasingly prefer streaming platforms, although it may pose challenges for more casual audiences accustomed to accessing the tournament via traditional free-to-air TV.
Analysts point to Brazil’s deep-rooted sports culture and high digital engagement as factors enabling CazeTV’s success. Sergio Lopes, co-founder of LiveMode, noted that Brazil has rapidly become a testing ground for new approaches to reaching audiences whose media habits have evolved, highlighting the need for flexibility and innovation in sports broadcasting.
FIFA, the global governing body for soccer, supported this streaming experiment as part of a broader strategy to engage younger viewers with digital and community-driven content. The organization indicated it is encouraged by the results and sees the Brazilian experience as reinforcing the significance of adaptable rights packaging for future tournaments.
However, CazeTV’s integration of real-time sports betting odds during broadcasts has attracted criticism amid growing government concerns in Brazil over gambling addiction. This aspect has sparked debate over the appropriateness of such sponsorship in sports programming.
The platform’s rise followed a strategic shift when Globo renegotiated its World Cup rights during the COVID-19 pandemic, relinquishing digital exclusivity while retaining traditional TV rights. This decision opened the door for LiveMode’s partnership with FIFA to expand digital streaming coverage for 2026.
Brazilian soccer media expert Jose Carlos Marques described Globo’s partial loss of rights as a “strategic mistake” that enabled digital newcomers like CazeTV to capitalize on Brazil’s robust online sports engagement.
Looking ahead, FIFA plans to tailor its approach to media rights sales on a market-by-market basis, aiming to optimize audience reach and incorporate flexible models. Marques suggested that traditional broadcasters will seek to reclaim ground in future tournaments, particularly for the 2030 World Cup, competing with emerging digital platforms to maintain relevance in a rapidly changing broadcasting environment.