Major League Soccer’s playoffs are drawing significantly more attention this year, averaging 711,000 global viewers per match across all platforms through last weekend’s conference finals, the league announced. That figure represents a 23% increase from the same stage in 2025.
The total includes global streaming on Apple TV. It also covers select linear broadcasts in the U.S. on Fox and in Canada on TSN and RDS. MLS did not release match-by-match viewership figures. However, Inter Miami’s deep run to the MLS Cup—following a first-round exit in 2024—has likely fueled heightened interest.
“Certainly, having Messi perform really well in the playoffs helps, but this is growth across every one of our matches, all of our rounds,” said MLS Executive Vice President of Media Seth Bacon to Sports Business Journal.
A key change this season has been accessibility. All playoff matches were made available for free on Apple TV, contrasting with last year when viewers needed either a paid Apple TV+ or MLS Season Pass subscription to watch most games. In addition, MLS secured several new distribution partnerships with Comcast, DirecTV, and T-Mobile, expanding the league’s reach.
MLS viewership metrics differ from traditional television measurements. Unlike the Nielsen average minute audience used for most sports telecasts, the league tracks total viewers per match. Nevertheless, Bacon said the 23% increase provides a meaningful indicator of the league’s growth, building on the 29% rise seen during the 2025 regular season.
The league now heads into the MLS Cup final between Inter Miami and the Vancouver Whitecaps on Saturday at 2:30 p.m. ET. The title match will feature Messi going head-to-head with the Whitecaps’ newly acquired German star Thomas Müller.
The game will stream globally on Apple TV. Live U.S. coverage will air on FOX Sports, with Canadian broadcasts on TSN and RDS.
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