MLS Cup 2025 Sets New Records for Viewership and Social Engagement.

Roger Hampel

Image: Inter Miami

The 2025 MLS Cup delivered the strongest media performance in the competition’s history, highlighting Major League Soccer’s growing relevance across digital platforms and international markets. According to league data, the final reached more than 4.6 million viewers across all platforms and generated record social engagement, reinforcing MLS’s position as a digitally driven sports property.

Inter Miami CF secured its first MLS Cup title with a 3–1 victory over Vancouver Whitecaps FC on December 6, played in front of a sellout crowd at Chase Stadium. The event was complemented by the largest away viewing party in MLS Cup history, with over 20,000 fans gathering at BC Place in Vancouver.

Cross-Platform Distribution Drives Audience Growth

The final was distributed across a broad media ecosystem, including Apple TV, MLS Season Pass, TSN, RDS, TNT, HBO Max (Mexico) and additional international partners. Combined viewership across these platforms exceeded 3.6 million, underlining the league’s reliance on a multi-platform, digital-first distribution strategy.

In the United States, Nielsen panel-only data reported 994,000 viewers across FOX and Fox Deportes, though Nielsen has indicated that a potential data issue may have led to underreported figures. Final verified numbers are expected following further review.

Apple TV Audience Skews Younger MLS

One of the most significant indicators for MLS and its commercial partners is audience composition. The 2025 MLS Cup delivered the youngest audience in the event’s history, with 70% of Apple TV viewers under the age of 45. Average viewing time on Apple TV reached 70 minutes, suggesting strong engagement rather than casual sampling.

This demographic profile continues to differentiate MLS from other major North American sports properties, particularly as leagues compete for younger, digital-native audiences.

Record Social Media Performance

Beyond broadcast metrics, MLS Cup 2025 achieved unprecedented reach on social platforms:

• 798 million social impressions,

• a 532% year-over-year increase,

• engagement spanning more than 100 countries.

The scale of digital interaction reflects MLS’s growing emphasis on global storytelling, player-driven content and social-first distribution, particularly around high-profile clubs and personalities.

Playoff Momentum Supports Flagship Event

The final capped a postseason marked by sustained growth. Across 29 playoff matches through the Conference Finals, MLS averaged 711,000 viewers, representing a 23% increase compared to 2024. This consistency suggests that audience growth was not limited to the final itself but supported by broader interest throughout the playoff phase.