The recent World Cup delivered record‑breaking numbers that underscore the appetite for soccer in the United States. Nearly 50.1 million viewers tuned in to the U.S. versus Belgium match across Fox and Telemundo, while the England‑Argentina semifinal drew a peak of 22 million viewers on Fox alone.
Yet Major League Soccer, the top‑flight league in the country, has struggled to translate that momentum into comparable audience figures. Apple TV, which holds the domestic broadcasting rights, reports that individual MLS matches average only about 120,000 viewers, and most of Messi’s appearances remain locked behind the platform’s paywall.
The disparity is stark when compared with how other sports leagues treat their marquee talent. The NBA routinely showcases players like LeBron James on national television, while the NFL highlights stars such as Patrick Mahomes in prime‑time slots, maximizing both viewership and commercial appeal.
MLS could adopt a similar approach, using Messi’s global draw to broaden its reach. The league already counts Inter Miami CF as Messi’s club, but the current distribution model limits exposure, especially for fans who do not subscribe to Apple TV.
Beyond broadcasting, the league is also investing in infrastructure. New York City FC, a relatively under‑the‑radar MLS side, is slated to open a new stadium in Queens next year, a move that may attract more local interest if paired with better‑publicized matches.
The Path Forward for MLS
Leveraging star power and expanding accessibility could turn the current ratings gap into a growth opportunity, allowing the league to capture a share of the massive soccer audience that already follows international competitions.