MLS and Apple TV: Insights from the Decade-Long Partnership
Fans getting ready to tune into the MLS Cup game between the Los Angeles Galaxy and the New York Red Bulls this Saturday can catch the action on Fox or Fox Deportes in the U.S., or stream it for free on Apple TV. This game, like many others this season, will be available to watch on the streaming service without the need for a subscription. But do enough viewers know about this great deal?
The partnership between MLS and Apple TV, which has been going strong for two years now, has brought a lot of positive changes. Fans can count on high-quality broadcasts for all games and access from anywhere in the world without blackout restrictions. However, this unique partnership has also posed some challenges for MLS in terms of expanding its audience. With more and more consumers moving towards streaming options, MLS is left wondering if they struck this deal too early, considering the competitive American sports landscape and the rise of soccer leagues like the Premier League, Bundesliga, Champions League, and Mexico’s Liga MX.
Looking ahead, MLS is shifting their focus from launching the app to reaching new and bigger audiences in the coming years. The goal is to iron out any issues with the broadcasts and gear up for growth leading up to and after the 2026 World Cup, given the long-term nature of the deal. Despite these challenges, MLS leaders remain optimistic about the potential of this partnership.
When it comes to viewership numbers, MLS and Apple have seen some encouraging signs. More than a million people tune in to watch MLS games on an average Saturday, with about 94% of subscribers agreeing that Season Pass is a significant improvement from previous broadcasts. Playoff viewership has also seen a sharp increase of around 50% from 2023 to 2024, which may have been boosted by stars like Lionel Messi.
Both MLS and Apple have been focusing on enhancing the quality of the broadcasts and the overall viewer experience on the app. Apple’s ability to implement innovative features like multiview, allowing fans to watch up to four games simultaneously, has added value to the product. While there have been some minor hiccups along the way, efforts are being made to address issues like the manual switching between games and occasional audio glitches.
Despite these challenges, MLS remains committed to improving the broadcast quality and engaging viewers through analytics and data. They have made strides in integrating the league into Apple’s ecosystem, ensuring a seamless experience for fans across various platforms. While there is always room for improvement, both MLS and Apple are dedicated to making Season Pass the best it can be in the years to come.
