MLS Apple TV Streaming Numbers Raise Questions

For over two years, people have been in the dark about how many folks actually watch Major League Soccer on Apple TV. But, things are changing! The MLS chief, Don Garber, recently spilled the beans on the viewership numbers, and it’s got everyone talking.

During a rundown of the league’s achievements for the first half of 2025, Garber casually mentioned that they’re pulling in about 120,000 unique viewers per game on MLS Season Pass via Apple TV. This is a 50% increase from last year, thanks in part to better distribution, he added. This bombshell dropped amidst discussions on bigger league matters like the competition, stadiums, and scheduling.

It’s a big deal because MLS has been pretty hush-hush about this whole Apple TV situation ever since making a massive $2.5 billion deal back in 2022. Streaming sports are usually a bit of a mystery when it comes to viewership numbers, with only a few exceptions like Amazon’s NFL streaming using Nielsen ratings for data.

Garber admitted that they’re still figuring out how to measure success in this new digital landscape, especially since Apple TV is subscription-based. Do average-minute audience metrics matter most? Unique viewership numbers? With MLS Season Pass making its way onto traditional cable networks like Comcast and DirecTV, things are being shaken up.

It’s worth noting that MLS games aren’t spread out throughout the week like other sports; most matches happen on Saturdays, stacked on top of each other. So, when Garber says they’re getting 120,000 unique viewers per game on Apple TV, it quickly adds up. Overall, it could mean over a million folks tuning in each week.

Apple is dipping its toes further into live sports streaming, eyeing up rights in other leagues like Formula One and potentially beefing up its MLB coverage. So, stay tuned—more changes are likely on the horizon!