Apple's partnership with Major League Soccer (MLS) to stream games via MLS Season Pass has reached a significant milestone. A recent report reveals positive viewership trends and highlights Apple's commitment to the project.

Viewership on the Rise

While official figures have been scarce, sources indicate that average Saturday viewership exceeds one million across all games. Playoff viewership also saw a 50% increase compared to 2023, even excluding games featuring Inter Miami CF. This growth suggests a positive trajectory for the streaming service. For context on Apple's broader sports ambitions, see Apple Explores Cellular Connectivity for Macs.

Apple's Dedication to MLS

The report emphasizes Apple's substantial investment in the partnership, including a dedicated team working closely with MLS leaders. Apple executive Eddy Cue's participation in league meetings demonstrates the company's active involvement in the league's growth. This commitment aligns with Apple's push into sports content, as seen with initiatives like iOS 18.2 Updates and Apple News.

Mutual Benefits and Risks

Both Apple and MLS took considerable risks with this 10-year deal. Apple made a substantial financial commitment, while MLS transitioned to a streaming-first model. However, early indications suggest a mutually beneficial relationship. For more on Apple's ecosystem, see Apple Releases tvOS, visionOS, and watchOS RC Betas.

Looking Ahead

The success of the Apple-MLS partnership could influence other leagues considering the shift to streaming. Apple's experience with MLS Season Pass provides valuable insights into navigating this evolving landscape.