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3d ago

MLS Season Pass on Apple TV+ Averages 120,000 Unique Viewers, Up 50 Percent

Commissioner Don Garber said broader access via cable platforms drove the year-over-year gains

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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

  • MLS Season Pass matches on Apple TV+ are averaging 120,000 unique viewers per game this season
  • The figure marks a 50 percent increase compared with the previous campaign
  • Garber credited the rise to Season Pass availability beyond Apple TV through Xfinity and DIRECTV
  • Apple’s decision not to release detailed streaming data leaves the unique-viewer metric ambiguous and hard to compare with Nielsen ratings
  • Global distribution likely includes international audiences and presents additional growth opportunities for MLS Season Pass