MLS Viewership Surge Signals a Streaming Future, But at What Cost?
A 29% leap in regular season viewership and a 23% jump in postseason engagement – these aren’t incremental gains for Major League Soccer (MLS); they’re a seismic shift. But beneath the surface of these impressive numbers lies a complex story of evolving streaming strategies, a fractured relationship with Apple, and a looming question: can MLS truly thrive as a streaming-first league, or is it leaving fans – and revenue – on the table?
The Apple TV+ Experiment: From Exclusive Pass to Universal Access
For years, MLS bet big on Apple, forging a ten-year, $2.5 billion global streaming deal. The initial strategy centered around the MLS Season Pass, an add-on subscription for Apple TV+ viewers. While the service saw a 50% viewership increase in 2025, averaging 120,000 unique viewers per game, it ultimately proved too restrictive. The league recognized that exclusivity limited reach, hindering its ambitious growth plans.
This realization prompted a pivotal change: making all postseason games available to all Apple TV+ subscribers. The results speak for themselves – a significant viewership boost. This move wasn’t just about attracting new fans; it was a calculated risk to demonstrate the league’s value and build momentum for the 2026 World Cup, hosted jointly by the US, Canada, and Mexico. The influx of new viewers is expected to translate into increased merchandise sales and broader brand recognition.
The Early Exit: Why Apple and MLS Parted Ways
However, the success of opening up access also highlighted a fundamental flaw in the original Apple TV+ model. If wider availability drives viewership, why maintain any exclusivity at all? This question likely contributed to the surprising decision to terminate the ten-year deal three years early, effective after the 2028/29 season.
The move signals a potential shift towards a more diversified broadcasting strategy. While Apple TV+ will remain a key partner, MLS is likely to explore opportunities with traditional linear broadcasters like Fox, which already carries a limited number of games in the US. This hybrid approach could offer the best of both worlds: the global reach of streaming combined with the established audience base of television.
The Impact on League Revenue and Fan Experience
The financial implications of ending the Apple deal are significant. While the initial $2.5 billion was a landmark agreement, the early termination will undoubtedly require MLS to renegotiate broadcasting rights. The league will need to demonstrate its growing viewership – averaging 3.7 million gross live match viewers per week during the 2025 regular season – to secure a lucrative new deal.
For fans, the change could mean a more fragmented viewing experience. Navigating multiple platforms to watch games could be frustrating. However, increased accessibility and potentially lower subscription costs (with a move away from premium add-ons) could outweigh these inconveniences. The key will be seamless integration and a user-friendly experience across all platforms.
Beyond Streaming: The Future of MLS Growth
The current trajectory suggests that MLS viewership will continue to climb, fueled by the league’s growing popularity, the influx of international talent (like Lionel Messi), and the increasing accessibility of its games. However, sustained growth requires more than just streaming numbers.
MLS must focus on strengthening its youth academies, developing homegrown talent, and expanding its footprint in key markets. Investing in stadium infrastructure and enhancing the fan experience at games are also crucial. Furthermore, the league needs to address concerns about competitive balance and financial parity among its teams.
The league’s success will also depend on its ability to capitalize on the momentum generated by the 2026 World Cup. Hosting matches in North America will provide an unprecedented opportunity to showcase MLS to a global audience and attract new fans. A recent report by Deloitte highlights the potential economic impact of the World Cup on North American soccer, estimating a $4 billion boost to the region’s economy. Deloitte’s World Cup 2026 Economic Impact Report
The MLS postseason viewership surge isn’t just a temporary blip; it’s a harbinger of things to come. The league is navigating a complex landscape, balancing the opportunities and challenges of the streaming era. The decisions made in the coming years will determine whether MLS can solidify its position as a major force in global soccer.
What are your predictions for the future of MLS broadcasting? Share your thoughts in the comments below!
