MLS Viewership on Apple TV Increases 50 Percent in 2025

MLS Commissioner Don Garber disclosed that Apple TV's MLS Season Pass is averaging 120,000 unique viewers per match in 2025, marking a 50% increase year over year. This growth is partly attributed to expanded distribution through partnerships with Comcast's Xfinity, DirecTV, and EA Sports, as well as direct purchasing options through some TV providers. However, the exact meaning of 'unique viewers' remains unclear, and it is not specified whether the figure represents average minute audience or total unique viewers across simultaneous matches. The MLS Season Pass's streaming metrics differ fundamentally from traditional Nielsen ratings, complicating direct comparisons to past broadcast deals, which had higher average viewership numbers. MLS and Apple have been criticized for their lack of transparency on viewership data since the launch of their decade-long deal in 2023, though Garber has suggested that new industry standards for measuring streaming audiences are forthcoming. The data also likely includes international viewers, which were not captured in previous U.S.-only Nielsen ratings.