Ahead of the MLS All-Star Game on Wednesday night, commissioner Don Garber offered up a rare insight into how the league\u2019s viewership is faring on Apple TV+.<\/p>\n
According to a report by Alex Silverman in Sports Business Journal<\/a>, Apple TV+\u2019s MLS Season Pass is averaging 120,000 unique viewers. While Silverman reports this is a \u201cper match\u201d figure, Jon Lewis of Sports Media Watch reports<\/a> that it is not clear whether the number is an indication of the average minute audience each match is receiving (which would be comparable to typical Nielsen viewership measurements) or if this is a figure for each match window on MLS Season Pass (i.e. a measurement of viewership across all MLS matches airing at, say, 7 p.m. ET on a given night).<\/p>\n Per Garber, the 120,000 viewer figure represents a 50% increase versus last year, though again, it\u2019s unclear exactly what measurement MLS is going by.<\/p>\n Apple and MLS have made a concerted effort to make League Pass games more accessible<\/a> for viewers this season. The league and streamer have struck a number of deals with traditional pay TV providers, including Comcast and DirecTV, to integrate MLS games into the channel guide on those platforms. The league has also re-upped a deal with T-Mobile to offer MLS Season Pass subscriptions for the cell phone provider\u2019s customers. Additionally, MLS has made its new\u00a0Sunday Night Soccer package available for free to Xfinity customers<\/a>.<\/p>\n