New data released on Messi's impact on MLS
Lionel Messi's impact on American soccer is greater than any other figure who has come to MLS in recent times, and this is backed up by data. A report shows how audience numbers soared.
Analytics firm Antenna has released data on what the Messi revolution means for Apple TV, the streaming platform that owns MLS rights in the US and much of the world. Accordingly, on the day the Argentine player debuted at Inter Miami, there were 110 thousand users paying for MLS Pass to be able to watch him play. A few days later, in the second match, the number was 65k and throughout that week the average was over 5k per day (with peaks near 10k), which was completely unusual.
It is important to know that, before Messi came to the Florida team, this number was much lower. During March (the best month before Leo's arrival), 124 thousand people paid to watch the tournament via Apple TV, while in June, a month before his arrival, the number was around 38 thousand. But in July, Messimania started and there were 288 thousand new users.
The report only includes subscribers from the US, so all those who paid from Latin America and the remaining markets are not included. In other words, the effect that La Pulga creates is even greater. Clearly, no player in MLS has received as much attention in recent history.
“There is only one Lionel Messi, so this is a very important moment for sport in this country,” explains Jonathan Carson, CEO of Antenna, emphasizing: “Sports is definitely promoted. pushed by the stars, but that has never led to such a large increase in subscribers before.”
For his part, in August, Tim Cook, Apple's CEO, acknowledged the success of Messi's arrival in MLS: "We are exceeding our expectations in terms of subscriber numbers."
Not only did MLS Pass users increase, but so did the entire Apple TV service (including movies and series), as from 743k new users in June increased to 833k in July. Growth That is clearly understood through the appearance of the former Barcelona and PSG star to Inter Miami.
Inter Miami owner Jorge Mas himself expressed surprise about what happened to Messi's matches in a post on social networks: “The Messi effect is real! The number of MLS Season Pass subscribers on AppleTV has doubled since Messi joined Inter Miami. And viewership of Spanish-language MLS Season Pass broadcasts on AppleTV is up more than 50% and counting. It's amazing for all the fans around the world!”
It should be remembered that in 2022, the Apple company signed a 10-year agreement with MLS in exchange for 2.5 billion USD. This is yet another example of how live sports can attract countless fans, perhaps even more than the movies, series and reality shows the platform typically offers.
