It has been three years since Major League Soccer (MLS) and Apple TV agreed to an unprecedented ten-year exclusive streaming deal worth $2.5 billion.
At the time, it was hailed as a historic moment for the league and the entire sports broadcasting industry. However, it has not had the desired impact.
While broadcast networks have profited from the digital trend in recent years, the deal has come back under the spotlight and is being scrutinised more closely than ever.
Apple TV Delivers Mixed Results for MLS
Apple TV have improved the fan experience by eliminating blackout restrictions.
Fans can watch every MLS game without being bogged down by the challenges that American sports broadcasting channels have struggled to shake off for decades.
Broadcast is now supported by up to 12 cameras, commentary in different languages and a ‘multiview’ function that allows fans to watch more than one game at a time.
MLS leaders are convinced about the partnership, and deputy commissioner Gary Stevenson said he was ‘very pleased with the product’ that Apple delivered to the fans.
“It starts with the product, and the product is excellent and has been well received,” he said. “There are always things to improve, and we’ve got a list of 7,000 things, but that’s always the case.
“Apple doesn’t stand still. They want to continue to make the product better and better and better.”
Apple has made MLS games available on Apple Music and Apple Sports, while the MLS Cup has been featured in Times Square.
They have also taken things into the social media space by introducing TikTok-friendly features, such as ‘Messi Cam’, to further expand the league’s digital footprint.
It is theoretically everything Apple, the league and the fans could ask for. But as is often the case in sports broadcasting, the numbers tell a completely different story.
MLS executives claim subscriptions have exceeded expectations, yet Apple has been reluctant to release the exact figures. Independent surveys paints a worrying picture.
A recent study of 4,000 fans in the United States found that 72 percent believe subscription prices are too expensive, while the average viewership per game has plummeted on ESPN and Apple TV.
The average viewership per game on ESPN was 343,000 in 2022. It fell off a cliff last year, dropping well below 120,000 on Apple TV.
That kind of drop-off should send alarm bells ringing. The problem is even worse, considering American sports fans have to juggle subscriptions for the NFL, NBA, NHL, MLB and other sports.
Garber recently revealed that games on Apple TV’s MLS Season Pass platform are averaging 120,000 unique viewers. That accounts for an increase of 50% from the previous season.
However, the writing is on the wall. MLS is largely relying on the casual channel-flipper who stumbles across a match on ESPN. They may enjoy better fortunes by targeting the Middle East.
Exploring the Middle Eastern Market Could be a Smart Move
MLS has yet to properly venture into the Middle Eastern market, which could be a missed opportunity.
The Saudi Pro League (SPL) is one of the headline makers in the region, thanks to heavy investment in signing some of the biggest stars from European football.
But that doesn’t mean there is no room for MLS. While the league hasn’t replicated the SPL’s expenditure in America, they have enough high-calibre players to appeal to the market.
Lionel Messi’s move to MLS increased global viewership. The Argentine legend could have a similar impact in the Middle East if MLS explores that option.
With Messi as the face of MLS, the league could appeal to viewers in markets such as Kuwait, where betting on football is becoming increasingly popular.
The main focus for Kuwaiti punters is usually on the big European games, such as the Champions League. However, players such as Yousef Nasser could help MLS break into the market.
If he secured a move to the US, the best betting sites in Kuwait would be forced to expand their coverage of MLS games. The Kuwaiti striker would be a popular pick in goalscoring markets.
MLS has already pulled a similar trick in other regions. After South Korean captain Heung-min Son joined Los Angeles FC, MLS agreed a broadcast deal with Coupang Play and SPOTV to air their games.
It proves that with enough star power, it is possible to break new ground and expand their reach into new markets. There is no reason why they can’t do the same in the Middle East.