Beginning in 2023, Apple and Major League Soccer (MLS) established a ten-year partnership, representing a major move for both entities. Now, two years into this agreement, a new analysis provides insights into the partnership’s progress, including viewership statistics and more.
Updated viewership insights for MLS Season Pass
Historically, both Apple and MLS have been quite reserved regarding the performance metrics of MLS Season Pass. However, here’s a glimpse into their current status.
Paul Tenorio reports for The Athletic (Apple News+ link):
According to sources briefed on the data, more than one million viewers tune in to MLS games on an average Saturday. Approximately 94% of subscribers believe that Season Pass is “markedly” superior to prior broadcasts, and there was about a 50% increase in playoff viewership from 2023 to 2024. This surge may be partially attributed to Messi and Miami’s playoff participation, along with a significant promotional effort surrounding Miami’s playoff debut, but the overall audience growth remained strong even after excluding Miami’s three playoff matches.
Unlike other streaming platforms such as Netflix, Disney+, and even Apple TV+, it is challenging to establish a clear benchmark for comparison.
Is averaging one million viewers on Saturdays a positive indicator? It’s difficult to determine without insight into how these numbers have evolved and in comparison to other streaming services.
However, the 50% rise in playoff viewership signals a favorable trend, as does the recent MLS statement indicating that subscriber numbers have exceeded expectations.
Apple’s steadfast dedication to the MLS agreement
The entire report offers valuable insights, especially regarding the dynamics of the Apple-MLS collaboration. Highlights include:
A key takeaway from the initial two years, as shared by various production insiders, is Apple’s strong commitment to the initiative. The company has assembled a robust team focused on the Season Pass and maintains regular communication with MLS leadership. Recently, Apple executive Eddy Cue participated in a sporting and competition committee meeting to connect with team owners about Apple’s contributions to advancing the league and to learn about MLS’s growth strategies for the future.
Both Apple and MLS had significant incentives to enter into this decade-long agreement but also faced considerable risks.
- Apple is heavily investing by not only streaming MLS games but also acting as the league’s official sponsor.
- MLS is directing viewers towards streaming options, a potentially risky move since many sports fans still prefer traditional viewing methods.
Overall, the partnership appears to be thriving and beneficial for both organizations.
While Apple’s goals in sports extend beyond MLS, it is likely that their current ventures will pave the way for further collaborations with other leagues as they transition to streaming services.
What are your thoughts on the report? Share your insights in the comments.
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