MLS Unveils Apple Viewer Metric, Leaving Fans Baffled with a Puzzle
In the world of sports streaming, the MLS has made a significant stride with the return of the popular Lionel Messi Cam on TikTok. This exclusive feature offers fans a behind-the-scenes look at the football legend, enhancing the fan experience on the platform.
The Lionel Messi Cam, first introduced during the MLS is Back Tournament last year, is separate from the MLS's streaming viewership statistics. However, the league's streaming numbers have shown a notable improvement, with an average of 120,000 unique viewers per match, a nearly 50% increase compared to last year.
This improvement is attributed to broader distribution efforts through carriers such as Comcast and DirecTV, as well as the league's strategic partnership with Apple, which secured a 10-year, $2.5 billion rights deal.
While Apple calculates unique viewers for MLS matches on Apple TV by counting the total number of distinct users who accessed the stream for an entire match duration, this method differs from standard linear-TV ratings. Traditional linear-TV ratings, such as those used by ESPN, typically use Nielsen's statistical sampling to estimate the average minute audience (AMA)—the average number of viewers watching a broadcast in any given minute during the program.
MLS streams do not use the same methodology as Nielsen for measuring TV viewership. Instead, an impression is recorded whenever an end-user initiates a stream, reflecting the unique logins or device streams during the full game. This approach aligns with streaming subscription models, where metrics focus on individual user accounts rather than sample-based, time-sampled viewership.
MLS Commissioner Don Garber acknowledged the challenge of comparing these metrics directly. He noted the industry is still determining the best metrics for evaluating subscription-based sport viewership, debating whether unique viewers or average-minute audience is more relevant for streaming platforms.
The return of the Lionel Messi Cam to TikTok is expected to further increase engagement on the platform, adding to the league's growing popularity on the social media app. This unique offering for MLS and Inter Miami CF fans on TikTok is part of the partnership between the league and the team that Messi plays for.
As the MLS continues to innovate and expand its digital offerings, the Lionel Messi Cam serves as a prime example of the league's commitment to enhancing the fan experience and driving engagement in the digital age.
People who are interested in football and sports might find the MLS more engaging with the return of the Lionel Messi Cam on TikTok, as it offers a unique behind-the-scenes look at the football legend. This innovative feature, part of the league's digital offerings, is a testament to the MLS's commitment to enhance fan experiences in the sports streaming world.
