In a disheartening twist for Major League Soccer (MLS), the American television audience for the 2024 MLS Cup final on Fox and Fox Deportes plummeted to a mere 468,000, representing nearly a 50% drop from the already lackluster viewership of 890,000 for the 2023 showdown. The LA Galaxy’s triumphant 2-1 victory over the New York Red Bulls on December 7 stands in stark contrast to the electrifying 2022 final, which commanded a staggering 2.16 million viewers as LAFC clinched glory against the Philadelphia Union in a nail-biting penalty shootout.
What lurks behind these numbers is an unsettling narrative for the league. The ratings dampening of 2023 and 2024 cannot merely be attributed to the games’ competitiveness or the teams involved; they draw on a shifting landscape where the viewing experience has become more fragmented. With Apple TV’s burgeoning deal in place, the streaming giant has disrupted the traditional dynamics of viewership with its unprecedented 10-year, $2.5 billion worldwide streaming arrangement, yet has left the metrics of their audience largely shrouded in mystery. The cryptic nature of Apple TV’s audience figures leaves a void in the quest to evaluate the true reach of these finals.
Moreover, the juxtaposition of television ratings against streaming metrics unveils an uncomfortable truth. The televised experience, laden with ever-changing broadcasting strategies, presents audiences with a diluted sense of engagement. Historically, MLS has grappled with establishing itself as a major player in the North American sports scenery, and these stark statistics have raised critical questions. Are they perhaps too compliant with Fox, the outlet hosting a fraction of its games while simultaneously offering a parallel digital experience via Apple TV?
As the league continues to monetize its growing Matchday attendance — which surged by 6% from 2023 and 11% from 2022 — and sponsorship revenues that saw a 13% rise, the glaring discrepancies in audience data reveal a disconnect. The MLS executives now find themselves at a crossroads, faced with pressing inquiries about their broadcasting strategy.
Is MLS Exhibiting Excessive Deference to Fox?
In navigating the new terrain of exclusive streaming partnerships, MLS must reassess whether its tacit compliance with traditional broadcast formats is hindering its growth potential. In a bid to maintain a fluid relationship with Fox Sports, the league’s ongoing agreements may detract from the more robust audience engagement it could foster through unique scheduling and targeted promotions on the Apple TV platform.
What Apple TV Data Should Be Shared?
The reluctance to disclose audience numbers creates an unsettling perception. If Apple TV boasts healthier viewership through MLS Season Pass than its rivals, what holds them back from sharing substantial figures? The absence of transparency fuels a narrative colored by skepticism, suggesting that its subscriber landscape might not be as robust as hoped.
Addressing the Founding Club Conundrum
The final showcased a face-off between two of the league’s founding clubs, an event marking the first in a decade. Yet, it also heralded a bittersweet reality: those original franchises, replete with nostalgic ties, lack the widespread magnetism seen in newer teams. Only the Galaxy and New England Revolution registered significant attendance, overshadowing the underwhelming visibility even with a storied playoff record.
As the MLS collectively breathes through its current inflection point, the time to recalibrate its strategies — be it in broadcasting partnerships, audience engagement, or addressing foundational visibility issues — might very well dictate its transformative pathway ahead.
