In the ever-evolving landscape of streaming services, live sports have become the golden ticket
to attract and retain subscribers. This phenomenon was vividly demonstrated when Lionel
Messi, one of the greatest footballers of all time, made his debut for Inter Miami, sparking a
record-breaking surge in subscriptions for Apple TV’s MLS streaming service. The data,
provided by streaming measurement company Antenna, paints a compelling picture of how
sports rights and superstar athletes can wield a profound influence in the streaming industry.
Apple’s exclusive deal with Major League Soccer (MLS) to broadcast its games in the United
States was already a significant investment, but the addition of Messi to the MLS roster elevated
the game to a whole new level. On July 21, the day of Messi’s debut, Apple TV’s MLS Season
Pass witnessed an astonishing surge of 110,075 sign-ups. This surge was nothing short of
remarkable, especially when compared to the average of roughly 5,400 daily sign-ups in the
week preceding Messi’s arrival.

The excitement didn’t stop there. Just days later, on July 25, when Messi played his second
game for Inter Miami and scored two goals within the first 22 minutes, Apple TV’s MLS Season
Pass added another 65,000 sign-ups. The impact of Messi’s star power on subscription
numbers was undeniable, and it showcased the immense potential live sports have in the
streaming industry.

Apple’s strategic move to secure exclusive MLS rights in the U.S. was a game-changer. The
10-year, $2.5 billion deal allowed Apple to offer the MLS streaming service, MLS Season Pass,
to its subscribers. While this service is separate from Apple’s main streaming platform, Apple
TV+ subscribers enjoyed a small discount, enhancing the value proposition for sports
enthusiasts.

What this surge in subscriptions highlights is the growing appetite for live sports content among
streaming audiences. As more viewers abandon traditional cable packages in favor of
cost-effective streaming alternatives, streaming services are seeking ways to cater to this
demand. In doing so, they aim to capture a broader audience and boost their bottom line.

Other streaming giants are also recognizing the allure of live sports. Warner Bros. Discovery, for
instance, plans to simulcast live MLB games on both its cable networks and its streaming
service Max, a strategy aimed at attracting sports enthusiasts to its platform. Similarly, Netflix,
primarily known for on-demand content, is making its foray into live sports by debuting its first
live event, a celebrity golf tournament, scheduled for November.

While the prospects of live sports on streaming services are exciting, it’s important to note that,
for many of these platforms, profitability remains a challenge. The acquisition of live
programming rights is often accompanied by substantial costs, especially as competition
intensifies among tech giants like Amazon, Facebook, and Google.

The key for entertainment companies venturing into streaming sports content lies in striking the
right balance between digital streaming and traditional television. The shift from cable TV to
streaming platforms is a significant trend, but not everyone has made the leap. Therefore,
offering both options can be a winning strategy.

In conclusion, Lionel Messi’s arrival at Inter Miami had a seismic impact on Apple TV’s MLS
streaming service. The surge in subscriptions showcased the immense appeal of live sports,
especially when coupled with a superstar athlete. While streaming platforms are eager to
capitalize on this trend, they must navigate the challenge of acquiring live programming rights
while remaining profitable. As the streaming industry continues to evolve, the fusion of live
sports and digital streaming is set to redefine the future of television entertainment.