MLS Finally Reveals Apple TV Viewership Numbers…And It Doesn’t Add Up

MLS says streaming numbers are up by 50%, but vague metrics and a lack of transparency are making it hard to trust the headlines.

For the first time since entering a $2.5 billion media rights deal with Apple TV, Major League Soccer has shared viewership data with the public. According to Commissioner Don Garber, MLS matches this season are averaging 120,000 unique viewers – a 50% increase from last year. On the surface, that sounds like a win. But dig a little deeper, and it becomes clear: the numbers are vague, unaudited, and nearly impossible to compare to traditional broadcast metrics. Without context or standardized measurement, fans and analysts are left wondering: Is MLS really growing, or just reframing the narrative?

What MLS Actually Revealed

Speaking at the 2025 MLS All-Star Weekend, Commissioner Don Garber announced that the league is averaging 120,000 unique viewers per match this season on Apple TV. He attributed the increase to expanded distribution through Comcast, DirecTV, and T-Mobile promotional deals.

Garber called this a 50% jump from the previous season — the first full year of the Apple partnership. But this is the first time in over two years that any hard data has been shared at all, making it difficult to assess whether this increase represents real growth or a change in reporting methods.

❓ What’s Missing from the Data

While 120,000 viewers per match sounds respectable, the number lacks critical context. For starters:

• What exactly is a “unique viewer”?
• How long does someone need to watch to count?
• Are viewers who watch multiple matches counted more than once?
• Is this based on U.S. viewers only, or global?

Unlike traditional TV ratings — which rely on Nielsen for standardized, third-party validation — Apple’s viewership metrics are gathered internally and lack external verification. There’s no average-minute audience, no time-watched data, and no demographic breakdown. In short: we don’t know what this number actually means.

A Tough Comparison to the Past

Before moving to Apple, MLS averaged 343,000 viewers per match on ESPN during the 2022 season. On paper, that’s nearly three times the current Apple TV average, assuming the metrics are measured the same way (they likely aren’t).

If Apple is counting anyone who clicks into a game, even for just a few seconds, then that 120,000 average becomes even less impressive. And without a consistent yardstick, comparisons to previous seasons become speculative at best.

The Messi Effect: Inflating the Average?

It’s no secret that Lionel Messi has become the face of MLS since joining Inter Miami. Last year, select matches – presumably involving Messi – reportedly reached over 1 million viewers. Those games alone could be inflating the overall average, meaning many non-Messi games may actually be well below the stated 120,000 average.

This disparity is critical. If a handful of blockbuster matches are skewing the numbers, it paints a much different picture about the average MLS team’s drawing power and about the league’s overall popularity.

Why Transparency Still Matters

Garber acknowledged the measurement challenge, saying:

“What we’re struggling with, and what the industry is struggling with, is that there has been no system to evaluate how people are watching on a subscription service.”

Fair enough, but this is where Amazon (with the NFL) and other streamers have partnered with Nielsen to provide consistent, third-party-verified data. Apple and MLS have chosen not to do this. And that decision matters. Because if the numbers were strong and the growth undeniable, they’d likely be shouting it from the rooftops, not vaguely describing it at press conferences.

Is the Deal Still a Win for MLS?

From a financial perspective, MLS is in a stable place. The $250 million per year Apple deal guarantees each club roughly $8 million annually, even after factoring in production costs. And MLS, like MLB, is increasingly regional in nature, relying heavily on ticket sales and local fandom over national TV dominance.

So while short-term exposure may be down, the league is betting big on long-term streaming adoption. In theory, Apple’s global platform could make MLS more accessible to fans in Argentina, Europe, or Asia, but again, without detailed global viewership data, that’s just speculation.

Final Take: Is MLS Growing, or Just Changing?

The Apple TV deal was always a gamble. MLS chose guaranteed money and tech-forward distribution over legacy TV reach. That decision may still prove wise in the long term, especially as younger audiences increasingly cut the cord.

But for now, the league’s first real attempt at transparency has only highlighted how much remains hidden. If MLS wants to be seen as a top-tier league — not just financially but culturally — it needs to embrace the same measurement standards as the sports it wants to compete with.

Because when the numbers don’t add up — or can’t be explained — the audience tends to tune out.

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