MLS Cup Playoff Viewership Up 23% in 2025
- Major League Soccer (MLS) and Apple are ending their ten-year, US$2.5 billion global streaming deal three years ahead of schedule, effective after the 2028/29 season.
- Initially, MLS games were available through the MLS Season Pass add-on option on Apple TV+.
- While Apple TV+ remains the primary broadcast partner for MLS, select games continue to be shown on linear television in certain markets. For example, Fox broadcasts some matches...
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MLS and Apple End Streaming Deal Early, Shift Strategy for 2026
Major League Soccer (MLS) and Apple are ending their ten-year, US$2.5 billion global streaming deal three years ahead of schedule, effective after the 2028/29 season. This decision comes as MLS prepares for the 2026 FIFA World Cup, which will be co-hosted by the United States, Canada, and Mexico, and aims to capitalize on increased interest in the sport. The league is focusing on attracting new fans and bolstering its broadcast reach.
From MLS Season Pass to Apple TV+ standard Subscription
Initially, MLS games were available through the MLS Season Pass add-on option on Apple TV+. Though, the league has now eliminated this add-on, making all MLS matches accessible wiht a standard Apple TV+ subscription starting next year. This change is intended to broaden access to games and reach a wider audience. Prior to the 2024 playoffs, MLS Commissioner Don Garber reported that the MLS Season Pass service was averaging 120,000 unique viewers per game in 2025,a 50% increase from 2024 viewership.
Broadcast Landscape and Future Plans
While Apple TV+ remains the primary broadcast partner for MLS, select games continue to be shown on linear television in certain markets. For example, Fox broadcasts some matches in the United States. The league is actively working to leverage the momentum from the upcoming World cup to grow its fanbase and secure long-term broadcast agreements.
Impact of the Early Deal Termination
The early termination of the Apple deal suggests a potential shift in MLS’s broadcast strategy. While Apple provided a significant upfront investment and global reach, the league might potentially be seeking a more diversified broadcast portfolio that includes greater exposure on traditional television networks. This could lead to increased revenue and wider accessibility for fans. The move also allows MLS to possibly negotiate new deals with other broadcasters as the 2026 World Cup approaches and interest in soccer surges.
Looking Ahead to 2026
The 2026 FIFA World Cup presents a unique opportunity for MLS to attract new fans and solidify its position as a major sports league in North America. The league is actively promoting the event and encouraging fans to sign up for the 2026 campaign. The increased visibility