The MTB World Cup enjoys its best year yet on HBO Max

The MTB World Cup continues to grow its audience on HBO Max. Warner Bros. Discovery has released the first tracking data for the WHOOP UCI Mountain Bike World Series 2026 and claims that the platform is recording its best figures since it began broadcasting the championship in May 2024.

The MTB World Cup increases its viewership by 45% on HBO Max

With two-thirds of the season already completed, Warner Bros. Discovery (WBD) has assessed the viewership of the MTB World Cup in 2026. The data shows significant growth in both broadcasts and digital channels, as well as attendance at the circuits.

After 11 weekends of competition and 38 World Cup races broadcast live, the average viewership per event on HBO Max has increased by 45% compared to 2025.

The increase is also reflected in the time fans spend following the races. The total hours viewed have grown by 46% compared to the same period of the previous season.

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Additionally, WBD states that the cumulative number of views on HBO Max during 2026 is already close to reaching the total recorded during the entire 2025 season, with three rounds still remaining that will have live coverage and highlights.

It is important to note when interpreting these figures. As is customary, WBD does not publish the absolute number of viewers following the World Cup through its platforms and television channels, so it is not possible to know how many people actually represent those audiences. The data provided is mainly shown as percentages of growth compared to previous seasons. 

WBD attributes part of this evolution to greater digital and in-person promotion of the competition, in addition to HBO Max's own international growth and its entry into new markets.

The company currently maintains a global distribution of the World Cup through HBO Max, Eurosport, TNT Sports, and discovery+, as well as agreements with more than 20 operators and television platforms in different countries.

Social media also records record numbers

The growth is not limited to broadcasts. The official channels of the WHOOP UCI Mountain Bike World Series have surpassed 280 million cumulative reach on social media during 2026.

So far, they have generated nearly 200 million video views, almost 10 million interactions, and more than 130,000 new followers across TikTok, Instagram, Facebook, and YouTube.

YouTube is also recording its best data. The official channel is approaching 250,000 subscribers, and the summary of the Men's Elite XCO World Cup in Nové Město na Moravě surpassed 330,000 views, becoming the most viewed video of its kind so far.

The official competition website has accumulated 3.5 million page views since the start of the season, while the official app launched in May has around 13,000 downloads across iOS and Android.

More than 300,000 fans have attended the circuits

In contrast to the current voices that point to a decrease in interest and a smaller audience at the circuits, the organization explains, and here with data, that the increase in viewership is also occurring in person. According to figures published by the organization, more than 300,000 fans have attended the various events held since the start of the season in MONA YongPyong, South Korea, to the latest European event in Les Gets, France.

Surveys conducted among attendees also show particularly positive figures for the organization. 98% say they would attend a WHOOP UCI Mountain Bike World Series event again, and the quality of the races receives an average rating of 9.1 out of 10.

The World Cup now faces its final block of the season in North America, where Soldier Hollow in Utah and Whistler Mountain Bike Park in Canada will debut, before Lake Placid closes the 2026 season on October 4.

The data published by WBD thus paints a World Cup that continues to grow in digital viewership, in-person attendance, and especially on HBO Max. However, the absence of absolute figures prevents knowing the real size of its television audience.