Major League Soccer (MLS) has reported a significant increase in viewership for its postseason games this year. The MLS Cup playoffs have seen a 23% rise in viewership, with an average of 711,000 viewers across both Apple TV+ and linear networks.
Major League Soccer (MLS) has experienced a significant surge in viewership, with the postseason games recording an impressive 23% increase this year. The games have averaged 711,000 viewers across both linear and streaming platforms.
During the regular season of 2025, MLS saw an average of a staggering 3.7 million gross live match viewers per week on these platforms. This marked a substantial rise in regular season viewership by 29% compared to the previous year, 2024. The much-anticipated MLS Cup final is scheduled for December 6th and will feature Vancouver Whitecaps going head-to-head with Lionel Messi’s Inter Miami.
Widening reach through Apple TV+
In an attempt to broaden its audience base, MLS decided to make all its postseason games available to all Apple TV+ subscribers rather than keeping them exclusive for MLS Season Pass subscribers. This move aimed at expanding the reach of its playoffs while simultaneously encouraging more fans to sign up for the upcoming campaign in 2026. Before this strategic shift took place, Don Garber - Commissioner of MLS - stated that the "MLS Season Pass service was averaging about 120k unique views per game" during August of this year. He also noted that there had been a substantial increase in viewership by about half compared with figures from last year.
The league has now completely abandoned the add-on option of the MLS Season Pass. Starting from next season onwards every game will be accessible with just a standard subscription on Apple TV+. Furthermore, it's worth noting that both parties have mutually agreed upon ending their ten-year global streaming deal worth US$2.5 billion three years earlier than initially planned. The contract is now set to expire after the 2028/29 season. While Apple TV+ broadcasts every MLS game, a select few games have been aired by other linear broadcasters in various markets. For instance, Fox has been broadcasting some of these games in the US.
The rise in viewership for MLS Cup playoffs is a testament to the growing popularity of soccer in North America. With strategic partnerships and innovative approaches towards content distribution, Major League Soccer continues to expand its reach and engage with more fans across different platforms. As we look forward to the final match on December 6th, it's clear that this sport has a promising future ahead.
