MLS Viewership Surges, Apple Streaming Deal Reconfigured for Future Growth
Major League Soccer is experiencing a significant boost in popularity, with postseason viewership up 23% this year, signaling a strong trajectory for the league’s continued expansion. The positive trend comes as MLS and Apple adjust their landmark streaming partnership, aiming for broader accessibility and sustained growth in the years ahead.
MLS postseason games are now averaging 711,000 viewers across both traditional linear television and streaming platforms. Throughout the 2025 regular season, the league averaged an impressive 3.7 million gross live match viewers each week, a 29% increase compared to 2024 figures.
The surge in viewership is directly linked to a strategic shift in accessibility. MLS opted to make its entire postseason available to all Apple TV subscribers, moving away from an exclusive model that required a separate MLS Season Pass subscription. This decision was made to expand the reach of the playoffs and attract new fans ahead of the 2026 campaign.
Prior to the playoffs, in August, a senior league official stated that the MLS Season Pass service was “averaging 120,000 unique viewers” per game in 2025, representing a 50% increase over 2024. However, the league has since discontinued the MLS Season Pass add-on, meaning all games beginning next year will be included with a standard Apple TV+ subscription.
This move coincides with a significant alteration to the original ten-year, US$2.5 billion global streaming deal between MLS and Apple. The two entities have agreed to conclude the partnership three years early, with the contract now set to expire after the 2028/29 season. While Apple TV+ remains the primary broadcast partner, a limited number of games continue to be shown on linear broadcasters like Fox in the United States.
The changes reflect a dynamic approach to maximizing fan engagement and revenue. One analyst noted that the league is prioritizing broader access to content, believing that increased visibility will ultimately drive long-term growth and subscription numbers. The upcoming MLS Cup final, scheduled for December 6th, will feature a highly anticipated matchup between the Vancouver Whitecaps and Lionel Messi’s Inter Miami, further solidifying the league’s rising profile.
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The evolving media landscape demands adaptability, and MLS appears poised to navigate these changes effectively, leveraging its strategic partnership with Apple while exploring opportunities for wider distribution. The league’s commitment to accessibility and compelling content suggests a bright future for professional soccer in North America.
