Landon Donovan Says MLS Is ‘Not Mature Enough yet’ to Completely Abandon Linear TV

Key Takeaways

• Apple‑MLS deal cut three‑and‑a‑half years, adding $50 M
• Season Pass $99 fee removed; games free for Apple TV
• Opening weekend viewership rose 59% year‑over‑year
• Linear TV still crucial for MLS audience growth
• 2028‑29 rights renewal will hinge on post‑World Cup momentum

Pulse Analysis

Major League Soccer’s partnership with Apple has been a textbook case of ambitious streaming experimentation meeting market reality. The original ten‑year, $2.5 billion agreement promised a direct‑to‑consumer model, but the $99 annual Season Pass layered on top of an Apple TV subscription proved a barrier for many fans. After three seasons of modest subscription growth—even with Lionel Messi’s arrival—the league and Apple renegotiated, truncating the contract by 3.5 years, inserting an extra $50 million, and eliminating the extra paywall. This shift instantly broadened access for existing Apple TV users, but it also highlighted the league’s reliance on a niche platform.

While the removal of the paywall generated a 59% YoY increase in opening‑weekend viewership, the broader audience picture remains mixed. Nielsen data shows Apple TV’s total viewing time lags behind mainstream services like Peacock, meaning a large segment of potential fans still lack any MLS exposure. Donovan’s critique that MLS has abandoned linear TV too early mirrors concerns from broadcasters who argue that network slots on NBC, Fox, and ABC still provide essential brand visibility and casual discovery—advantages the NFL still leverages despite its own streaming experiments. For a league still building its core fanbase, maintaining a presence on traditional television can sustain growth momentum.

Looking ahead, the 2028‑29 rights window will be pivotal. As MLS prepares to re‑enter the media‑rights market after more than a decade, the league’s bargaining power will hinge on the size and health of its audience post‑World Cup. Clubs have signaled they may not regain local broadcast rights, placing the onus on a centralized deal to deliver both revenue and reach. Balancing streaming innovation with linear broadcast exposure will likely become a core strategic focus, ensuring MLS can capitalize on its rising popularity without alienating the broader, non‑Apple TV viewer base.