Apple (Nasdaq: AAPL) continues to build out its streaming service as it inked a 10-year deal with Major Leagues Soccer (MLS) to show games on Apple+ that's been estimated at $2.5 billion. For streaming platforms, live sports is the only real differentiator between it and traditional TV networks.
This is starting to change as Amazon Prime (NASDAQ: AMZN) added a slate of Thursday night games. A major component of the incredible growth of Disney+ (NYSE: DIS) has been due to sports fans (especially UFC fans) adding ESPN+. Of course, Apple already has Major League Baseball (MLB) games.
It's also positive for sports leagues as it means more competition for viewing rights which means more revenue which means player salaries will continue to rise. Sports fans are incredibly loyal and willing to pony up to watch their favorite teams. For streamers, the investment translates into user growth and a stickier user base. It also continues to blur the lines between networks and streaming platforms.
Apple will have exclusive rights to select games. Some will be available on Apple+ but the full slate will only be available to fans who buy a separate MLS package for $4.99 per month. For MLS, the deal with Apple gives it distribution to a global audience. However, some skeptics say that it could hurt its visibility if fewer games are available on free TV.
While Apple+ got off to a slow start, it's started to gain momentum with Oscar-winning movies and Emmy-winning shows. The MLB and MLS packages will also certainly attract a group of niche fans.
Some are describing it as akin to the deal with Sky Sports which made the Premier League into a global sport, turning teams into billion-dollar + companies. The deal will instantly turn the league global, and it will be filmed in high-definition video. It's also a big increase from its previous deal of $90 million a year as this deal includes a carveout for the leagues to make some games available on local and network TV.