The 2024 MLS Cup final saw a significant drop in viewership, nearly half the audience compared to the 2023 final. Only 468,000 viewers tuned in to watch the LA Galaxy defeat the New York Red Bulls on Fox and Fox Deportes, a stark contrast to the 890,000 viewers for the 2023 final and a far cry from the 2.16 million who watched the 2022 final. A key factor in this decline is the shift in broadcasting landscape. Unlike previous years, the 2023 and 2024 finals were also streamed for free on Apple TV as part of a landmark 10-year, $2.5 billion deal. While these streaming numbers remain undisclosed due to the lack of a standardized metric comparable to Nielsen ratings, the television figures paint a worrisome picture for a league striving for “major league” recognition. The dwindling viewership, even with the added accessibility of streaming, raises concerns about MLS’s growth trajectory, especially given the anticipation surrounding Lionel Messi’s arrival and the upcoming 2026 World Cup. This negative perception threatens to overshadow positive developments, such as increased matchday attendance and sponsorship revenue.
The declining television viewership prompts several critical questions for MLS executives. Firstly, is the league giving undue deference to its linear television partners, specifically Fox? While navigating the uncharted territory of a streaming-centric broadcasting model, MLS maintains agreements with Fox for a limited number of games, simulcast on network and cable television. These broadcasts, however, often occupy less desirable time slots and lack the consistent presence of the network’s top commentators, potentially contributing to lower viewership. The production quality has also seen a decline, with many games called remotely from a studio. This raises the question of whether the benefits of limited national exposure outweigh the potential advantages of prioritizing the Apple TV partnership, which could allow for more strategic scheduling and promotion to maximize audience reach.
Secondly, what is the optimal approach for sharing Apple TV viewership data? While MLS and Apple TV have yet to release streaming numbers, citing privacy concerns and the different nature of streaming metrics, the lack of transparency creates a perception of poor performance. The aggressive price reductions for the MLS Season Pass throughout the 2024 season further fuels this speculation. To counteract this negative narrative, MLS needs to find a way to communicate the value of its streaming audience, perhaps by focusing on revenue generated through subscriptions and advertising rather than solely on raw viewership numbers. A smaller, engaged audience paying for a subscription and regularly using the platform arguably holds greater value than a larger, passive audience tuning in sporadically to national broadcasts.
The third crucial question revolves around the declining prominence of the league’s founding clubs. The 2024 final was the first in a decade to feature two founding clubs, both of whom have struggled to maintain the same level of popularity as newer expansion teams. Of the nine remaining founding clubs, only two ranked among the top 14 in average attendance, and only five had players featured in the top 25 most popular jerseys sold. This raises concerns about the long-term viability and marketability of these original franchises. The LA Galaxy, despite their recent championship win, have seen their brand diminish over the past decade, characterized by a series of unsuccessful high-profile signings. The New York Red Bulls, despite consistent playoff appearances, remain relatively unknown outside their core fanbase in a highly competitive New York sports market. The challenge for MLS is to revitalize the appeal of these founding clubs and ensure their continued relevance in a rapidly evolving league.
The significant drop in television viewership for the 2024 MLS Cup final, coupled with the undisclosed streaming numbers, underscores the complexities of the league’s evolving broadcast strategy. While the partnership with Apple TV represents a bold step into the future of sports broadcasting, the league must carefully consider its relationship with traditional television partners and find a way to effectively communicate the value of its streaming audience. Furthermore, addressing the declining prominence of founding clubs is crucial for the long-term health and stability of the league.
The MLS is at a crossroads. Balancing the promises of a groundbreaking streaming deal with the realities of maintaining traditional television partnerships presents a unique set of challenges. The league needs to find a way to leverage both platforms to maximize audience reach and revenue. Transparency regarding streaming data is essential to combat negative perceptions and demonstrate the value of the Apple TV partnership. Finally, revitalizing the appeal of founding clubs and ensuring their continued relevance will be critical for the long-term stability and growth of the MLS. The league’s ability to successfully navigate these challenges will determine its future success in the increasingly competitive landscape of professional sports.
As MLS looks towards the future, it must acknowledge the complexities of its current media landscape. The league’s ambition to achieve “major league” status hinges on its ability to adapt to changing viewing habits, optimize its broadcasting strategies, and cultivate a broader fan base. The declining television viewership for the 2024 MLS Cup final serves as a stark reminder of the challenges ahead. The league must address these challenges head-on to capitalize on the opportunities presented by the 2026 World Cup and the arrival of global superstars like Lionel Messi. The future of MLS depends on it.
