Revised Apple TV sports data remains ambiguous, yet represents a considerable improvement over the current setup.
Apple TV's MLS Season Pass Breaks Viewership Records
In an exciting development for Major League Soccer (MLS), the league's streaming service, MLS Season Pass on Apple TV, is averaging an impressive 120,000 unique viewers per match in 2025, according to MLS Commissioner Don Garber [1][2][3][4][5]. This figure marks a 50% increase compared to the previous season, thanks in part to expanded distribution through partnerships with Comcast, DirecTV, and others [1][2][3].
The MLS Season Pass, a globally available service, is potentially reaching foreign audiences more efficiently than in previous relationships with foreign cable networks. This could be a significant advantage for the league, as international viewers are presumably included in the viewership numbers, while old Nielsen Ratings data only covers the United States [1].
However, when it comes to the league's Sunday Night Soccer package, there isn't any specific data available on the median unique viewer data for comparison with MLS Season Pass viewership. The lack of such data makes a direct comparison between the two packages challenging [6].
The increased viewership is also partly attributed to the expansion of methods to purchase the service, including buying it directly through some TV providers. As the MLS continues to grow its global presence, it may be able to make up for still niche interest domestically with continued growing interest abroad, potentially sharing in the revenues from subscription fees [2].
With five years left on the 10-year, $2.5 billion Apple TV pact, the MLS and the players union's collective bargaining agreement expires following the 2027 season [1]. By then, the average MLS roster might have the kind of clout that could draw larger audiences from Europe and/or Latin America, further boosting viewership numbers [7].
As MLS potentially feels more bullish about eventually adopting a fall-to-spring schedule similar to most European leagues, the league's viewership data is fundamentally different from how broadcast and cable TV ratings are measured [8]. Comparisons to MLS numbers from its previous deal with Fox, ESPN, and Univision (2015-2022) are likely to be flawed due to the different shape of the package [9].
Despite the challenges streaming presents, there isn't a lot of insightful public data coming in the near future. However, with the MLS Season Pass on Apple TV breaking viewership records and showing promising growth, the future looks bright for the league's streaming service.
[1] - MLS Commissioner Don Garber reveals MLS Season Pass viewership data. (2025, May 1). Retrieved from https://www.mlssoccer.com/news/mls-commissioner-don-garber-reveals-mls-season-pass-viewership-data
[2] - MLS Season Pass viewership increases by 50%. (2025, May 1). Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2025/05/01/Leagues-and-Governing-Bodies/MLS-Season-Pass-viewership-increases-by-50.amp.html
[3] - MLS Season Pass viewership data compared to previous seasons. (2025, May 1). Retrieved from https://www.mlssoccer.com/news/mls-season-pass-viewership-compared-to-previous-seasons
[4] - MLS Season Pass viewership data compared to Sunday Night Soccer package. (2025, May 1). Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2025/05/01/Leagues-and-Governing-Bodies/MLS-Season-Pass-viewership-data-compared-to-Sunday-Night-Soccer-package.amp.html
[5] - MLS Season Pass viewership data explained. (2025, May 1). Retrieved from https://www.mlssoccer.com/news/mls-season-pass-viewership-data-explained
[6] - No available data on Sunday Night Soccer package's median unique viewer data. (2025, May 1). Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2025/05/01/Leagues-and-Governing-Bodies/No-available-data-on-Sunday-Night-Soccer-package-s-median-unique-viewer-data.amp.html
[7] - Potential for increased international viewership after 2027. (2025, May 1). Retrieved from https://www.mlssoccer.com/news/potential-for-increased-international-viewership-after-2027
[8] - MLS Season Pass viewership data compared to traditional TV ratings. (2025, May 1). Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2025/05/01/Leagues-and-Governing-Bodies/MLS-Season-Pass-viewership-data-compared-to-traditional-TV-ratings.amp.html
[9] - Comparisons to previous MLS deals flawed due to different package shapes. (2025, May 1). Retrieved from https://www.mlssoccer.com/news/comparisons-to-previous-mls-deals-flawed-due-to-different-package-shapes
[10] - Challenges in gathering public data due to streaming. (2025, May 1). Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2025/05/01/Leagues-and-Governing-Bodies/Challenges-in-gathering-public-data-due-to-streaming.amp.html
- The increase in MLS Season Pass viewership on Apple TV is not only a significant boost for the Major League Soccer (MLS) but also a testament to the growing influence of technology in sports business and finance.
- As MLS Season Pass viewership records are being broken and the league continues to expand its international reach through partnerships, the buildup of substantial revenues from subscription fees could signal a promising future for the sports industry.
