Lionel Messi's arrival in the Major League Soccer (MLS) has set off a frenzy in the digital entertainment landscape.
While Apple TV Plus is already a home for top-notch shows and movies, its unexpected triumph as the exclusive streaming network for MLS has been the talk of the town lately.
Messi's move to Inter Miami has unleashed a domino effect, propelling Apple's MLS Season Pass subscriptions to new heights and establishing Messi as a force to reckon with beyond the soccer field.
The Messi Effect Takes Center Stage
Amidst the excitement surrounding Messi's switch to the MLS and Inter Miami, CNET notes that Apple's calculated $2.5 billion investment in securing exclusive streaming rights for the league's content has proven nothing short of complete success.
Messi, the global soccer phenomenon often hailed as "The GOAT," has sparked a subscription surge in Apple's MLS Season Pass.
Inter Miami's Managing Owner Jorge Mas reveals on X (formerly Twitter) that the MLS Season Pass subscribers on Apple TV have seen an astonishing increase of over 50% since Messi's arrival.
The Messi Effect is real! 🐐 Subscribers to #MLSSeasonPass on @AppleTV have more than doubled since Messi joined @InterMiamiCF. Also, Spanish language viewership on #MLSSeasonPass on @AppleTV has surpassed over 50% for Messi matches and continues to rise. How exciting for a truly…
— Jorge Mas (@Jorge__Mas) August 10, 2023
This remarkable boost has not escaped the notice of Apple's top brass either, with CEO Tim Cook proudly endorsing the accomplishment.
During Apple's last quarterly earnings call, Cook's assertion that "we are beating our expectations in terms of subscribers" further underscores the profound impact of Messi's presence.
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The Streaming Scoreboard
While Messi's involvement has propelled Apple TV Plus into the limelight, not all sports teams have been as enthusiastic about joining the streaming giant's lineup.
Recent events, including Pac-12 teams declining a deal with Apple, highlight the complex dynamics of transitioning from traditional broadcast to digital streaming.
However, Apple's venture into sports streaming is bolstered by a unique advantage: its collaboration with MLS.
Apple TV Plus and MLS inked a 10-year partnership deal that has validated Messi's magnetic effect on subscribers.
With the door ajar for new collaborations, speculations about potential future partnerships, like one with ESPN, have ignited discussions about Apple TV Plus' trajectory as a formidable sports streaming contender.
Insane Viewership Numbers Unleashed by Messi
The statistics speak volumes about Messi's impact on MLS viewership. His debut match with Inter Miami against Cruz Azul drew a staggering average audience of 1.75 million on the Spanish language network Univision, Sports Media Watch reports.
This feat marked the largest single-network audience for MLS since the debut of Freddy Adu in 2004, underscoring Messi's unparalleled ability to draw eyeballs.
However, Messi's influence extends beyond his exploits on the field. The Spanish language viewership during Messi's matches has surged above the 50%, further cementing his status as a cross-cultural sensation.
Despite the euphoria surrounding Messi's impact, challenges remain on the path to sports streaming supremacy. A notable 4.5 million viewer gap separates Apple TV Plus from other major soccer matches, such as the United States-Vietnam FIFA Women's World Cup clash.
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