Apple TV is known for its high-quality TV series and movies. However, a recent report shows that another area significantly boosted new subscriptions in the first six months of 2025. Sports, especially Major League Baseball, is driving new sign-ups unexpectedly strongly, surpassing even the service's popular series.
Apple TV was long perceived primarily through content like Ted Lasso, Severance, or The Morning Show. The potential for sports to develop a real pull seemed more like a supplementary effect. However, data from the analytics firm Antenna paints a different picture. It shows that individual sporting events trigger enormous subscriptions and that Apple's strategy of securing more sports rights is clearly having an impact.
MLB games dominate new Apple TV sign-ups
According to a report by Lucas Shaw at Bloomberg, MLB games generated more new registrations than prestigious series. Antenna's analysis shows that the largest registration surges between April and September 2025 were clearly attributable to baseball.
The strongest growth was caused by a game in May between the Los Angeles Dodgers and the New York Yankees. No other show or series generated more new subscriptions during that period.
The top 10 list of the biggest sign-up drivers
Antenna lists the ten strongest spikes in Apple TV sign-ups between April and September 2025. Six of them are directly attributable to MLB games.
- Dodgers vs. Yankees in May: 722,000
- Yankees vs. Phillies in July: 698,000
- Phillies vs. Mets in June: 631,000
- The Morning Show: 524,000
- Your Friends and Neighbors: 514,000
- Phillies vs. Dodgers in April: 473,000
- Stick: 443,000
- Mets vs. Dodgers in May: 426,000
- Giants vs. Rangers in April: 375,000
- Chief of War: 370,000
The figures show how strongly individual baseball games influence viewership numbers. Even major television series lag behind several MLB games.
Why sport has such strong effects
Sporting events create immediate pressure. They take place live, they are time-bound, and fans want to follow the game in real time. This factor leads to quick decisions and therefore rapid new registrations.
It remains unclear, however, whether the new subscribers will stay long-term. Lucas Shaw explains that baseball fans often don't remain subscribers permanently, as Apple TV currently offers relatively little sports content. Nevertheless, the cancellations don't fully offset the gains in new sign-ups.
How Apple TV is likely to change from 2026 onwards
Next year, Apple TV will significantly expand its sports offerings. In addition to MLB games, it will offer unlimited access to Formula 1 and MLS at no extra cost. This expansion is likely to further influence user behavior and solidify sports as a core component of the Apple TV service.
TV series and films remain an important core.
Regardless of the strong sports ratings, Apple TV continues to offer a wide range of exclusive productions. Popular content such as Ted Lasso, Severance, Pluribus, and The Morning Show ensures consistent demand. Furthermore, Apple TV is available through the Apple One bundle, which makes it easier for many to use and ensures long-term stability.
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Sports is becoming the second pillar of Apple TV
The report clearly shows that sports will play a larger role for Apple TV in 2025 than previously thought. MLB games have driven the strongest new subscriptions, overtaking several series that are typically considered the service's biggest draws. With the expanded sports offerings starting in 2026, this trend could intensify. While Apple TV will remain relevant for series and movies, it is simultaneously gaining a second pillar that could have a lasting impact on the service's growth. (Image: Apple)
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