It’s one of football’s most common pub-debates: who is the biggest club in the world? Some will tell you it’s about trophies. Others swear it’s about revenue. Increasingly, the metric thrown around is viewership — how many people around the world actually sit down and watch.
But here’s the rub: the numbers aren’t always as clean as fans want them to be. Let’s unpack what the data actually says since 2020.
The Nielsen Angle: Liverpool on Top
Nielsen Sports — one of the few organisations publishing season-long broadcast metrics — reported that Liverpool were the most-watched club in global football for the 2023/24 season. Across their 38 Premier League games, the Reds pulled in a cumulative audience of around 471 million people worldwide.
From August 2023 to March 2024, including domestic cups, Liverpool added another 415 million viewers, edging out Real Madrid, Barcelona, and Manchester United. Early in 2024/25, they had already drawn 133.8 million across just nine league matches.
That data has fuelled Liverpool’s recent claims of being the “most-watched club in Europe.”
The Counterweight: United’s Historical Pull
Yet Manchester United remain a juggernaut. Historically, they’ve topped charts for global support, brand value, and TV audiences. Even in poor seasons, United attract huge numbers — sometimes because rival fans are just as eager to watch them lose.
In the UK, Sky’s audience records show Liverpool vs United fixtures repeatedly hitting the 4–4.5 million mark, some of the highest figures in Premier League history. In the US, NBC’s top cable games often involve either United or Liverpool, depending on the form and timing.
So while Nielsen’s seasonal aggregate gives Liverpool the edge lately, United’s gravitational pull in key markets is undeniable.
Beyond England: Spain’s Heavyweights
Globally, you can’t overlook Real Madrid and Barcelona. El Clásico fixtures have been known to draw 400–650 million viewers worldwide — dwarfing typical club games and rivalled only by Champions League finals.
On social media, Madrid still lead with over 445 million followers, comfortably ahead of United and Liverpool. That kind of support base doesn’t always translate into seasonal TV averages, but it underscores their place in the conversation.
Why the Debate Is Messy
The problem is definitions:
- Most Watched (per season) → Liverpool (based on latest Nielsen data).
- Most Supported (total fanbase) → Real Madrid.
- Most Valuable Brand / Historic Draw → Manchester United.
Different measurements crown different kings, which is why each fanbase has ammo for the argument.