### MLS Season Pass Viewership Update: Insights from Commissioner Don Garber
Apple has been quite cautious in revealing viewership data for its sports streaming platform, MLS Season Pass. Nevertheless, at a recent midseason press briefing, Major League Soccer (MLS) Commissioner Don Garber shared some fascinating insights regarding the service’s performance in 2025.
#### Current Viewership Statistics
Garber reported that MLS games are presently averaging 120,000 unique viewers per match, representing a remarkable 50% rise compared to the prior year. This increase in viewership is credited not only to the collaboration with Apple TV+ but also to an expanded distribution strategy that has broadened access to games via platforms like Comcast’s Xfinity, DirecTV, and EA Sports.
#### Understanding ‘Unique Viewers’
The concept of “unique viewers” has sparked inquiries among reporters, as it differs from the conventional metric of average-minute audience typically utilized in sports broadcasting. When asked for clarification, Garber articulated that the unique viewer number corresponds to the structure of MLS’s scheduling, where the majority of matches occur simultaneously on Saturdays. This scheduling approach sets it apart from other leagues that might follow a “game of the week” model. Garber stressed that achieving 120,000 unique viewers across several games is a notable accomplishment, indicating that the total viewership could surpass a million unique viewers in a single week.
However, the vagueness surrounding the definition of a “unique viewer” persists. It remains uncertain whether the 120,000 figure refers to each individual match or serves as an average across all Saturday games. Moreover, the conditions for how long a viewer must watch to be deemed “unique” have not been delineated.
#### Impact of Sunday Night Soccer
A source from Sports Business Journal suggested that the overall average viewership is likely enhanced by the “Sunday Night Soccer” games, which receive heightened promotion from Apple. This weekly standalone match has become a key attraction for drawing viewers and boosting engagement.
#### Future Transparency
Garber recognized the necessity for improved transparency regarding viewership figures and pledged to furnish more data at the forthcoming press conference scheduled for December. This commitment to increased clarity may assist in resolving the present ambiguities surrounding the metrics employed to assess the success of the MLS Season Pass.
#### Current Promotions
For fans keen on accessing MLS matches, the MLS Season Pass is currently being offered at a 50% discount on Apple TV+, making it a compelling option for soccer aficionados.
In conclusion, while the reported growth in unique viewers is encouraging for the MLS and its collaboration with Apple, the obscurity surrounding the metrics used poses significant questions regarding the actual reach and influence of the MLS Season Pass. As the league progresses, further updates and transparency will be vital for comprehending its development trajectory.
