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yesterday

MLS Season Pass Averages 120,000 Unique Viewers Per Match on Apple TV+

MLS plans to disclose more detailed audience metrics with Apple at a December press conference.

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AUSTIN, TX - JULY 22: The MLS logo and Apple TV logos are displayed on a microphone flag ahead of the MLS All-Star Skills Challenge on July 22, 2025, at Q2 Stadium in Austin, TX. (Photo by David Buono/Icon Sportswire)

Overview

  • Commissioner Don Garber revealed MLS Season Pass matches are averaging 120,000 unique viewers per match, a 50 percent year-over-year increase.
  • MLS Season Pass expanded beyond the Apple TV app this season to providers such as Comcast Xfinity, DIRECTV and EA Sports.
  • Neither MLS nor Apple has detailed how the “unique viewer” metric is defined or what viewing duration qualifies for a counted viewer.
  • Streaming viewership metrics differ fundamentally from Nielsen-rated television ratings, complicating direct comparisons to previous broadcast deals.
  • Garber said MLS and Apple believe more transparency is needed and will share further audience measurement methodology in December.