MLS Cup 2025 marked a turning point for the league. The final between Inter Miami and Vancouver Whitecaps became the biggest audience and engagement event in MLS history. With more than 4.6 million viewers combined across all platforms, record breaking social media numbers and a mostly young audience, the league showed it has found a model that works both inside and outside the United States.
On the field, Inter Miami won 3–1 and claimed their first MLS Cup title in front of a packed Chase Stadium, with 21,550 fans in attendance. In Vancouver, more than 20,000 people filled BC Place to watch the final, the largest visiting fan turnout ever recorded for an MLS Cup. Off the field, however, the impact was even bigger.
High, young and global audience
The December 6 final was watched by more than 3.6 million people through Apple TV, MLS Season Pass, TSN, RDS, TNT and HBO Max in Mexico alone. When all platforms and distribution partners were added, the total surpassed 4.6 million viewers, with fans tuning in from more than 100 countries.
What stands out isn’t just the size of the audience, but who was watching. Seventy percent of Apple TV viewers were under the age of 45, the youngest audience ever recorded for an MLS Cup. In a sports landscape where many traditional leagues struggle to refresh their fan base, that age profile says a lot about how far MLS has come.
Another important metric was average watch time. Fans spent an average of 70 minutes watching final related content on Apple TV. That points to real engagement, not just casual clicks or surface level consumption.
While the NFL, NBA, MLB and NHL continue to split rights across multiple networks and platforms, MLS committed to a unified model. Every match is available through MLS Season Pass on Apple TV, with additional distribution through local and international partners. All games are centralized on MLS Season Pass, offering global access with no regional blackouts.
The playoff numbers back that strategy up. Across 29 playoff matches through the conference finals, the league averaged 711,000 viewers, a 23 percent increase compared to 2024.
Digital engagement and the weight of star power
On social media, MLS Cup 2025 set another record. The final generated 798 million impressions, a 532 percent increase over the previous year. The event dominated timelines, sparked conversations beyond the traditional soccer audience in the United States and expanded the league’s reach to new fans.
It’s impossible to ignore the role of star players in that growth. Having names like Messi, De Paul and Thomas Müller on the field boosted global interest and helped turn the final into an event that extended well beyond the usual MLS bubble. Those players act as entry points for new audiences, especially outside North America.