MLS and the Streaming Gamble: Reaching Global Fans, Losing Local Viewers?

The Apple TV+ Exclusivity Puzzle

St. Louis City SC is entering its third MLS season, and for most fans, catching a game still requires navigating the world of streaming. The majority of MLS matches, including City SC's games, are tucked away behind Apple's "MLS Season Pass" paywall on Apple TV+.

While Apple delivers high-quality coverage, the key question remains: how many people are actually tuning in? Apple and MLS have been tight-lipped about subscriber and viewership numbers, leaving the true impact of this streaming strategy shrouded in mystery.

A Bold Streaming Strategy in a Changing Media Landscape

MLS is pioneering a streaming-centric approach among major American sports leagues. Commissioner Don Garber points to the league's young, tech-savvy fanbase as justification for this move. He argues that catering to a generation accustomed to streaming international soccer makes sense.

"We have the youngest audience of the five major (U.S. pro sports) leagues," Garber stated. "Our fans said to us, 'We're watching most soccer from a streaming service.' So we’re delivering them that way."

However, this strategy risks alienating potential fans who lack access to or familiarity with streaming services, hindering broader growth within the American market.

Global Reach vs. Local Visibility

Garber emphasizes Apple's global reach as a major selling point. The platform allows fans worldwide, from Munich to Miami, to watch MLS matches without blackouts. The arrival of Lionel Messi has further boosted the league's international appeal, particularly in Europe and Argentina, aligning perfectly with Apple's global distribution.

"Apple gives us an opportunity to have a global offering," Garber explained. "No blackouts... In our view, it is the future of consumption."

Despite global ambitions, the limited availability on traditional television raises concerns. Only a handful of City SC games air on Fox or FS1, leaving a significant portion of potential local viewers in the dark.

Traditional TV: A Tiny Slice of the Pie

The small number of MLS games broadcast on traditional TV serves as a teaser, aiming to pique the interest of casual sports fans. However, dwindling viewership numbers for City SC's appearances on Fox and FS1 suggest this strategy isn't gaining much traction.

The declining viewership of the MLS Cup final on traditional TV further fuels concerns about the league's overall visibility. While the 2024 final faced stiff competition from college football, its 47% drop in viewership compared to 2023 is a worrying sign.

The Future of MLS Broadcasting: A Balancing Act

Although MLS has doubled down on streaming, there are hints of a potential shift in strategy. Garber acknowledges the continued value of traditional TV's broad reach and suggests the league's approach may evolve over time. Balancing global aspirations with local market growth will be crucial for MLS's continued success.