As the 2026 FIFA World Cup nears its conclusion, a parallel broadcast has emerged alongside the official TV feed: creator-led livestreams from inside the stadiums and FIFA fan zones on Twitch and YouTube. This creator coverage isn’t color on top of the main feed — it’s a new broadcast layer built around community, drawing in younger viewers who show up for the streamer first and the soccer second. For FIFA, Twitch and brands, that shift is meaningful.