# Apple and Major League Soccer: An Innovative Alliance
In 2023, Apple and Major League Soccer (MLS) forged a groundbreaking 10-year alliance that has fundamentally altered the way soccer is experienced in the United States. Now entering the second year of this partnership, emerging data on viewership and interaction metrics points to a positive outlook for both organizations involved.
## Fresh Viewership Insights for MLS Season Pass
Traditionally, Apple and MLS have kept the performance of their combined initiative, the MLS Season Pass, under wraps. Nevertheless, recent updates have shed light on the success of this endeavor. As reported by Paul Tenorio from *The Athletic*, an average of over one million viewers tune in to watch MLS games each Saturday. This number underscores significant engagement, particularly considering that around 94% of subscribers feel that the Season Pass delivers a “considerably” enhanced viewing experience compared to prior broadcasts.
The playoff season has recorded a notable surge in viewership, showing a reported increase of 50% from 2023 to 2024. While Lionel Messi’s participation with Inter Miami certainly played a role in this rise, the growth in viewership is noticeable even when excluding Miami’s playoff matches. This indicates that the MLS Season Pass is gaining ground among soccer aficionados, potentially attracting new fans.
Nonetheless, comparing these viewing figures to other streaming services such as Netflix or Disney+ presents a challenge, as there are limited benchmarks for direct comparison. Regardless, the reported increase in playoff viewership and favorable subscriber reactions suggest a vibrant outlook for the collaboration.
## Apple’s Firm Dedication to the MLS Agreement
The alliance between Apple and MLS is marked by a robust commitment from both entities. Apple has made substantial investments in forming a dedicated team to manage the MLS Season Pass, ensuring ongoing interaction with MLS leadership. Notably, Apple executive Eddy Cue has actively participated in league meetings, highlighting the company’s proactive stance in supporting the league’s development.
This partnership carries its own set of risks. Apple is making considerable investments, not only in streaming MLS matches but also in becoming an official league sponsor. On the other hand, MLS is steering viewers toward streaming, which might risk alienating traditional sports fans who favor linear television. However, initial trends indicate that both parties are benefiting from this daring venture.
## A Promising Future Ahead
As Apple aims to broaden its reach in the sports streaming sector, the MLS partnership proves to be a pivotal milestone. The success of the MLS Season Pass could open doors for Apple to pursue additional sports leagues, helping them transition from conventional broadcasting to streaming.
In summary, the partnership between Apple and MLS seems to be flourishing, with encouraging viewership statistics and a strong emphasis on collaboration. As both organizations strive to enhance the soccer viewing experience, fans can anticipate an exhilarating future for the sport in the United States.
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