Lionel Messi, the Argentinian soccer sensation, has not only taken the Major League Soccer (MLS) by storm but has also had a significant impact on the streaming service industry. Since Messi's debut for Inter Miami this summer, Apple TV's MLS Season Pass has experienced an unprecedented surge in subscribers, marking a historic milestone for the streaming service.
Messi's transfer from Paris Saint-Germain to Inter Miami created a buzz in the soccer world, and his first appearance in a Leagues Cup match against Cruz Azul on July 21, 2023, was a game-changer. On that very day, Apple TV acquired a staggering 110,075 new subscribers, a number that had previously been unheard of since the start of the 2023 MLS season. The impact continued as Messi played his second match against Atlanta United on July 25th, attracting an additional 65,000 subscribers.
To put this surge in perspective, a mere 6,143 signups were recorded the day before Messi's debut, as reported by the Wall Street Journal. Cumulatively, during Messi's first month in the MLS, Apple TV gained 300,000 new subscribers, with the total user base now surpassing one million. What's noteworthy is that nearly half of the new MLS Season Pass subscribers between February and July 2023 were existing Apple TV+ subscribers. Furthermore, 15 percent of these new Season Pass subscribers also opted for Apple TV+. This dual subscription trend showcases the profound influence Messi has had on MLS and the strategic importance of Apple's streaming platform in the league's global growth strategy.
MLS and Apple are in the midst of a groundbreaking ten-year, $2.5 billion streaming-only broadcast deal, a revolutionary move for a major sports league. While the move to a streaming service may seem radical, it aligns with MLS's vision for global expansion and differentiation.
While both Apple and MLS express satisfaction with their venture's performance, detailed subscriber numbers and viewing figures have remained closely guarded secrets, causing some frustration among team executives seeking greater visibility. This collaboration between Apple and MLS has garnered immense attention within the sports industry, serving as a compelling case study for those contemplating an expansion into the streaming sphere or securing star players to boost viewership.
With Apple's penchant for global, comprehensive rights, speculations are rife about which sporting property might be next on their radar, be it ATP tennis, the Premier League, or the Pac-12 college athletic conference. Regardless of the future, the impact of Lionel Messi's arrival on the streaming landscape is undeniable, marking a significant milestone in the intersection of sports and technology.
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