MLS matches have averaged 62% more viewers through the first three months of its season compared to last year, the league announced Friday, with all games now available on Apple TV. Including viewership via international distribution and linear partners, the league said it averaged 7.9 million live match viewers per week heading into its World Cup break.
“A huge part of the growth this year is obviously the fact that we moved all of our matches to Apple TV, we’re seeing that pay dividends,” MLS EVP of media Seth Bacon said. “But we’re seeing the growth across all platforms.”
Last year, MLS and Apple updated their partnership, which is now set to end before the 2029-30 season begins, shortening the original contract length by three-and-a-half years. Previously, games streamed within Apple and the league’s distinct streaming service, MLS Season Pass; now, subscribers to the $99/year Apple TV service can watch all MLS games.
Apple initially signed a 10-year-deal with MLS, looking to use myriad fan touchpoints to grow the league’s standing among consumers around the world. MLS Season Pass eliminated blackouts, including for local games, though the subscription service added a barrier for potential new fans.
