A huge part of north american football, just like soccer, is the pageantry. Especially college football, which is dripping with it. College football atmosphere is probably the closest equivalent in the US to EPL soccer atmospheres. Fans slinging taunting chants back and forth that are hundreds of years old, rivalries that pre-date states, that sort of things.
It's this pageantry that can make for historic upsets. There are hundreds of college football teams when you account for all levels, and thus an enormous gulf between the best and the worst. That can produce enormous upsets that basically defines the sport:
https://www.youtube.com/watch?v=mowF2nVdsMQ
I don't think Gridiron football will ever be popular outside of North America because it is a really expensive sport. I don't mean that as in the cost per game is expensive, but rather the amount of training and the kind of system that needs to be in place to produce players is extensive. Football wouldn't really work if there wasn't a system in place that began preparing players since before junior high. By the time players enter college, they've already been playing the game sometimes as long as 15 years. Europe has a system in place to produce soccer players through it's club system, but no system in place to produce gridiron players.
Ironically, Mexico is starting to really get into gridiron football, because of the bleed over from Texas and California, two really rich hot beds for football activity. It wouldn't be crazy to see Mexico eventually get an NFL team.
When it all comes together, and you really understand the clock rules, it's such an exciting sport. watching a team scramble to put together a 100-yard drive with the clock ticking down is always exciting:
https://www.youtube.com/watch?v=u0pIVtjWBx0
College football also has the most exciting overtime rules in all of sport, IMO:
https://www.youtube.com/watch?v=Odbim7OBZlk
No more clock, no clock management. Each team gets a shot at a redzone offense. After multiple overtimes, they tweak the rules to make scoring even harder.