In July, Apple celebrated the arrival of Lionel Messi in Miami as part of its partnership with Major League Soccer. With the MLS Season Pass, Apple offers a streaming package for the soccer games of the season.
Run on Apple TV+ and MLS Season Pass
Apple welcomed Lionel Messi and advertised with the exceptional athlete – and that had a clear effect.
According to analytics firm Antenna, the day Messi first played for his new team Inter Miami, there was a 1,690 percent increase in Apple TV+ subscriptions (via Wall Street Journal). Things got really wild when Messi made his Leagues Cup debut. While there were around 6,000 new registrations for the MLS Season Pass the day before, registrations jumped to 110,000 new subscribers on July 21st.
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In a blog post, Antenna explained that the “Messi effect is unique and profound.” Typically, according to Antenna, sport-specific streaming services see a high percentage of sign-ups early in the season, which gradually build up as the season progresses due to big games or price promotions.
But nearly half of MLS season pass registrations to date have come in July, after Messi joined the league. This underscores the huge influx Messi brought to Major League Soccer.
Antenna research also shows that 15 percent of new MLS Season Pass subscribers also purchased Apple TV+ subscriptions. Almost half of the new subscribers already had Apple TV+ before adding the MLS Season Pass. Apple still has to convince the rest to collect more subscriptions.
Lionel Messi effect worldwide
It’s worth noting that Antenna’s data includes only US signups, so it doesn’t fully capture the global appeal that the international superstar is just as likely to have.
Apple has not yet commented on how many subscribers the service has. Eddy Cue, Apple’s SVP of Services, recently said that the number of subscribers and viewers is “much better than forecast”.
fans can MLS Season Pass in der Apple TV App subscribe for 14.99 euros per month during the current season or for 49 euros for the rest of the season. Apple TV+ subscribers can sign up for a special price of €12.99 per month and €39 for the rest of the season.1 A subscription to the MLS Season Pass is included with every Annual Pass subscription for every MLS team. With Family Sharing, up to six family members can share the subscription with their own Apple ID and password.
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2023-09-07 19:55:28
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