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Is MLS Growing? The Numbers Behind the Hype

MLS growth by the numbers: attendance trends, TV ratings, revenue, transfers, and academy development data from 1996 to 2026.

Yes, MLS is growing -- and the data makes the case more convincingly than any marketing campaign. Average attendance has risen from 13,756 in the league's inaugural 1996 season to over 22,000 in 2024. The Apple TV broadcasting deal is worth $2.5 billion over 10 years. Transfer spending has increased tenfold in a decade. And MLS academies are producing players who compete in the Champions League, the World Cup, and Europe's top five leagues.

But growth is not the same as arrival. MLS still trails the NFL, NBA, MLB, and NHL in revenue, television viewership, and cultural prominence within the United States. Internationally, it sits outside the top 10 leagues by revenue and remains a selling league rather than a destination for most elite players. The question is not whether MLS is growing -- it clearly is -- but whether the growth rate is fast enough to close the gap with leagues it aspires to rival.

For context on where MLS stands relative to its closest international competitor, see our MLS vs. Liga MX comparison.

Attendance: The Strongest Growth Metric

Attendance is where MLS's growth story is most visible and least debatable.

Average Attendance Over Time

| Era | Average Attendance | Notes | |-----|-------------------|-------| | 1996-2000 | 13,756-17,416 | Early expansion, NFL stadiums | | 2001-2006 | 14,898-15,108 | Post-contraction, small venues | | 2007-2012 | 16,117-18,807 | Soccer-specific stadiums, Seattle/Portland boost | | 2013-2018 | 19,148-21,873 | Atlanta United, LAFC, Orlando wave | | 2019 | 21,311 | Pre-pandemic peak | | 2022 | 21,089 | Post-pandemic recovery | | 2023 | 22,312 | Charlotte, St. Louis boost | | 2024 | 22,890 | New high, 30-team league approaching |

The trajectory is clear: consistent upward growth with occasional plateaus. The 2013-2018 period saw the most dramatic jumps, driven by the arrivals of Atlanta United (which averaged over 50,000 fans at Mercedes-Benz Stadium), LAFC, and Orlando City in new soccer-specific venues.

Standout Markets

Several MLS markets consistently demonstrate demand that rivals or exceeds European clubs:

  • Atlanta United: 47,526 average (2024) -- higher than most Bundesliga clubs
  • Charlotte FC: 35,698 average -- filling Bank of America Stadium's lower bowl
  • Seattle Sounders: 32,144 average -- sustained for over 15 years
  • Cincinnati: 25,513 average -- in a soccer-specific stadium built for MLS
  • Nashville SC: 29,832 average -- GEODIS Park is the largest soccer-specific stadium in the U.S.

These numbers place MLS's top-attending clubs in the same range as mid-table Premier League and upper-table Bundesliga teams. The league's overall average of ~22,000 is comparable to Ligue 1 (France) and Serie A (Italy) averages, though European comparisons should account for different stadium sizes and market conditions.

The Messi Effect

Lionel Messi's arrival at Inter Miami in July 2023 produced the most dramatic single-player attendance impact in MLS history. Inter Miami's road games saw attendance spikes of 30-100% at nearly every venue. The club's home attendance surged, and the global media attention was unprecedented for MLS.

Whether the Messi effect proves durable beyond his playing career remains an open question, but it demonstrated that MLS can generate mainstream cultural relevance with the right star at the right moment.

Television and Streaming: The Biggest Challenge

While attendance is strong, television and streaming viewership is where MLS's growth story gets more complicated.

The Apple TV Deal

In 2022, MLS signed a landmark 10-year, $2.5 billion deal with Apple TV that fundamentally changed how the league distributes its content. Starting in 2023, all MLS matches are available through the MLS Season Pass on Apple TV, with no local blackouts.

The deal guarantees MLS $250 million annually in media rights revenue -- a massive increase from the previous arrangement (approximately $90 million annually from ESPN, Fox Sports, and Univision combined). The Apple deal provides:

  • Financial stability and predictable revenue for all 30 clubs
  • A single platform where every match is available, eliminating the fragmented viewing experience
  • International distribution through Apple's global platform
  • Investment in production quality, including a studio show and enhanced broadcast graphics

Viewership Numbers

The challenge: Apple TV has not publicly disclosed detailed MLS viewership numbers, making precise year-over-year comparisons difficult. What is known:

  • Pre-Apple (2022): MLS averaged approximately 300,000-400,000 viewers per nationally televised match on ESPN/Fox
  • Apple TV era: Select "tentpole" matches (Messi games, rivalry weeks, playoffs) have drawn strong numbers, but regular-season viewership on a subscription platform is structurally different from free-to-air or cable television
  • MLS Cup 2023 (Columbus Crew vs. LAFC): Drew approximately 1.2 million viewers on Apple TV plus Fox simulcast
  • MLS Cup 2024: Viewership data suggested continued growth in playoff interest

For comparison, the NFL averages 16+ million viewers per regular-season game. The NBA averages 1.5-2 million. The Premier League on NBC averages 800,000-1.2 million. MLS is still well below these benchmarks.

The Apple TV model represents a bet on the future: that a dedicated streaming platform will build a loyal subscriber base over time, even if initial viewership numbers are modest compared to traditional television. The $250 million annual guarantee means MLS is insulated from short-term viewership fluctuations.

The 2026 World Cup Catalyst

The 2026 FIFA World Cup, co-hosted by the United States, Mexico, and Canada, is widely expected to be the biggest single catalyst for soccer viewership growth in North American history. If the U.S. men's national team performs well (the 2026 tournament features an expanded 48-team format, increasing the host nation's chances), the resulting interest could drive significant subscriber growth for MLS Season Pass. For more on how MLS compares to the league it competes with most directly for North American soccer attention, see our MLS vs. Liga MX analysis.

Revenue: Following the Growth Curve

MLS revenue has grown substantially, though the league remains far behind the world's richest soccer leagues.

League Revenue Estimates

| Year | Estimated Total League Revenue | |------|-------------------------------| | 2010 | ~$300 million | | 2015 | ~$600 million | | 2019 | ~$1.0 billion | | 2022 | ~$1.5 billion | | 2024 | ~$2.0 billion (estimated) |

The Apple TV deal, expansion fees, and growing matchday and sponsorship revenue have pushed MLS past the $2 billion mark. For context:

  • Premier League: ~$7 billion annually
  • La Liga: ~$4.5 billion
  • Bundesliga: ~$4.0 billion
  • Serie A: ~$3.0 billion
  • Ligue 1: ~$2.5 billion
  • Liga MX: ~$1.0 billion

MLS is approaching Ligue 1 territory and has surpassed Liga MX, which represents a meaningful milestone. A decade ago, Liga MX's revenue was roughly double MLS's. The gap has not just closed -- it has inverted.

Average Franchise Value

Forbes and Sportico franchise valuations tell a parallel story:

  • 2008: Average MLS franchise valued at ~$37 million
  • 2015: Average valued at ~$185 million
  • 2019: Average valued at ~$313 million
  • 2023: Average valued at ~$580 million
  • 2025-26: Average valued at ~$700 million (estimated)

The most valuable MLS franchises -- LAFC, Atlanta United, the LA Galaxy, and Inter Miami -- are valued at or above $1 billion. This places them in the range of mid-table Premier League and upper-table Bundesliga club valuations. For a detailed look at the expansion fee trajectory that reflects this value growth, see our MLS expansion guide.

Transfers: From Retirement League to Player Market

The transformation of MLS's transfer market may be the most significant indicator of the league's maturation.

Incoming Transfers

MLS transfer spending has evolved through distinct phases:

The Retirement Phase (2007-2015): MLS was primarily a destination for aging European stars -- David Beckham, Thierry Henry, David Villa, Frank Lampard, Steven Gerrard. Transfer fees were rare; most signings came on free transfers. The league was openly regarded as a retirement destination.

The Transition Phase (2016-2019): Clubs began signing players in their prime years. Sebastian Giovinco (28 when he joined Toronto), Miguel Almiron (23 when he joined Atlanta), and Ezequiel Barco (18 when he joined Atlanta) signaled a shift toward younger, more ambitious signings. Transfer fees became more common.

The Current Phase (2020-Present): MLS clubs now routinely pay significant transfer fees for players in their mid-20s. Cucho Hernandez, Riqui Puig, Luciano Acosta, and others arrived via multi-million dollar transfers in the prime of their careers. Total MLS transfer spending has exceeded $400 million annually in recent years.

Outgoing Transfers -- The Selling League Model

The most telling growth indicator may be MLS's evolution into a selling league. Notable outgoing transfers include:

| Player | From | To | Fee | |--------|------|----|-----| | Miguel Almiron | Atlanta United | Newcastle United | $21 million (2019) | | Tyler Adams | NY Red Bulls | RB Leipzig | $2 million (2019) | | Alphonso Davies | Vancouver | Bayern Munich | $13.5 million (2019) | | Brenden Aaronson | Philadelphia Union | RB Salzburg | $6 million (2021) | | Gianluca Busio | Sporting KC | Venezia | $6 million (2021) | | Thiago Almada | Atlanta United | Botafogo | $21 million (2024) | | Tanner Tessmann | FC Dallas | Lyon | $8 million (2023) |

MLS generated over $200 million in outgoing transfer fees in 2023 alone, up from virtually zero a decade earlier. This positions MLS as a legitimate development league -- a place where young players can prove themselves before moving to Europe's top competitions. That was unimaginable 15 years ago.

Academy Development: The Long-Term Growth Engine

MLS's investment in youth development is perhaps the most important growth factor that casual observers miss.

MLS NEXT

The league's youth development platform, MLS NEXT, launched in 2020 as a replacement for the U.S. Soccer Development Academy. MLS NEXT now governs youth leagues across the country, providing a structured pathway from youth soccer through to professional careers.

The investment in academies has paid tangible dividends:

  • U.S. Men's National Team: The 2022 World Cup roster included multiple MLS academy products, including Tyler Adams, Brenden Aaronson, and Yunus Musah (who came through Arsenal's academy but illustrates the type of talent MLS academies now compete for)
  • European transfers: A growing pipeline of MLS academy graduates now plays in the Bundesliga, Premier League, Serie A, and Eredivisie
  • Homegrown production: The number of homegrown players on MLS senior rosters has roughly tripled since 2015

Training Facilities

MLS clubs have invested hundreds of millions collectively in training facilities over the past decade. State-of-the-art training grounds -- like Atlanta United's Children's Healthcare of Atlanta Training Ground, LAFC's Performance Center, and FC Dallas's Toyota Soccer Center -- rival the facilities of European clubs.

These investments do not generate headlines, but they are the infrastructure that sustains long-term growth.

The Counterarguments: Where MLS Still Falls Short

Growth is real, but it is not uniform, and legitimate criticisms remain.

Television Relevance

Despite the Apple TV deal's financial benefits, MLS still struggles for mainstream television relevance in the United States. The league does not generate the kind of appointment viewing that the NFL, NBA, or even college football command. Most Americans cannot name more than one or two MLS players (Messi being the obvious exception).

The move to a subscription streaming platform may have compounded this issue in the short term. When MLS was on ESPN or Fox, casual viewers could stumble upon a match while channel surfing. On Apple TV, viewing requires a deliberate subscription decision.

Quality of Play

While improving, MLS quality of play is not at the level of Europe's top leagues, and the gap in the middle of rosters (between DP/TAM players and minimum-salary players) creates inconsistency. The best MLS matches are entertaining and tactically sophisticated; the worst are hampered by talent disparity and roster-rule limitations.

The comparison to Liga MX is instructive. While MLS has surpassed Liga MX financially, on-field results in continental competition (CONCACAF Champions Cup) have been more balanced, with MLS only recently beginning to match Liga MX's historical dominance.

Competitive Balance vs. Global Ambition

MLS's salary cap and single-entity structure, while effective at maintaining competitive balance, limit the league's ability to attract and retain the very best players. Stars like Almiron, Adams, and Alphonso Davies left MLS for Europe precisely because the league could not match European salaries or the prestige of Champions League competition. For a deeper look at how MLS stacks up against the Premier League, see our dedicated comparison.

The Growth Trajectory: Where Does MLS Go From Here?

Based on current trends, MLS's growth trajectory over the next five years is likely to include:

  • 32 teams by 2028-2030, with Las Vegas, Phoenix, and other markets as leading candidates
  • Average attendance above 25,000, driven by new soccer-specific stadiums and continued market expansion
  • Total league revenue approaching $3 billion, fueled by the Apple TV deal, growing sponsorship, and expansion fees
  • Increased transfer activity in both directions, with MLS spending more on incoming talent while generating more from outgoing sales
  • 2026 World Cup halo effect, potentially the single biggest catalyst for MLS growth in the league's history

The league's long-term ceiling depends on factors partially outside its control: whether soccer continues to grow in American culture, whether the Apple TV model proves sustainable, and whether MLS can narrow the quality-of-play gap with Europe.

Key Takeaways

MLS is undeniably growing by every measurable metric: attendance, revenue, franchise values, transfer market activity, and academy development. The growth rate over the past decade has been steeper than any major North American league during a comparable period. Whether that growth translates into the cultural and sporting prominence the league aspires to remains an open question -- one that the 2026 World Cup may go a long way toward answering.

This article was generated with the assistance of AI. All attendance, revenue, transfer, and viewership figures are based on publicly available MLS data, MLSPA releases, Forbes/Sportico franchise valuations, and verified sports business reporting. Some figures are estimates where official numbers have not been publicly disclosed.