MLS viewership increases by nearly 30 percent across linear and streaming platforms for the 2025 season

MLS marked its 30th season by unveiling comprehensive fan viewership data for the first time in league history. Among the highlights: nearly four million fans tuned in every matchweek (3.7 million), a number that the league says is a 29 percent increase over last year's numbers.

The 3.7 million figure represents the league’s aggregate global audience for a typical weekend slate of 12-15 matches, combining English and Spanish-language telecasts across Apple TV, FOX Sports, TSN/RDS, and EA FC Mobile simulcasts.

“We’re bullish on this number. We’re happy with what we’re seeing," MLS SVP/Media Seth Bacon told SBJ. 

MLS's announcement marks a rare move toward transparency for the league and Apple, which have faced scrutiny for withholding audience data since their $2.5 billion, 10-year partnership began in 2023. 

MLS said average viewer watch time on Apple TV was around 60 minutes per match, nearly three times higher than its previous linear television figures in 2022. SBJ reported that league executives noted that longer engagement times strengthen value for sponsors and broadcast partners.

Mexico, South America, Europe, and South Korea have emerged as key global markets for the league, helped by Apple’s targeted partnerships and the global following of stars like Son Heung-min and Thomas Müller.

MLS had few issues filling its seats across the league. The 2025 season ranked second-highest in total fan attendance in league history, with 11.2 million fans attending in total, with an average of nearly 22,000 per match. Nineteen clubs averaged more than 20,000, a mark higher than any other professional soccer league in the world. 

This highlights a broader growth of 12 percent since 2022. Son Heung-Min's arrival has been crucial, with LAFC's away matches seeing a 16 percent increase in attendance since he signed for the Southern California club. 

The league also emphasized significant online growth, buoyed by two significant transfers. Son's signing generated a 182 percent boost in engagement on LAFC and MLS social media platforms since he penned a long-term contract. Thomas Muller had a similar impact, his move bringing about a 191 percent increase across club and league-wide accounts. 

MLS channels now reach more than 109 million followers, a 10 percent increase year-over-year. Include club social accounts, and the league generated 13.7 billion impressions. 

Last week, MLS announced a TV viewership plan for the 2025 playoffs. All games will now be available to Apple TV subscribers, removing the need to buy MLS Season Pass, which is $14.99 per month. Specific playoff matches will also air on FOX and FS1. With wildcard fixtures set, the playoffs in full start Friday night, with Lionel Messi's Inter Miami hosting Nashville.