Apple TV has built its reputation on polished dramas, award-winning series and big-budget originals. But a new six-month analysis of Apple TV signups shows something very different: sports is quietly becoming the platform’s biggest subscription magnet.
A new report from Antenna, highlighted by Bloomberg’s Lucas Shaw, reveals that Major League Baseball delivered more new subscribers to Apple TV than any series or film on the service this year. And not just once. Repeatedly.
Baseball Was the Engine Behind Apple TV Signups in 2025
According to Antenna’s data, MLB games drove more Apple TV signups between April and September 2025 than tentpole shows like The Morning Show or breakout hit Your Friends & Neighbors.
Shaw writes:
“Major League Baseball games drove more sign-ups for Apple TV than shows like The Morning Show and Your Friends & Neighbors, according to research from Antenna.”
The single biggest spike came from a May matchup between the Los Angeles Dodgers and New York Yankees, which pulled in 722 thousand signups on its own. That is more than any show or movie on the platform during the same period.
Antenna’s top ten signup drivers paint an even clearer picture.
The Top 10 Apple TV Signup Drivers (April–September 2025)
Here is Antenna’s full list:
- Dodgers vs. Yankees (May): 722k
- Yankees vs. Phillies (July): 698k
- Phillies vs. Mets (June): 631k
- The Morning Show: 524k
- Your Friends & Neighbors: 514k
- Phillies vs. Dodgers (April): 473k
- Stick: 443k
- Mets vs. Dodgers (May): 426k
- Giants vs. Rangers (April): 375k
- Chief of War: 370k
Six out of the ten biggest signup moments were single MLB games. Not seasons. Not highlights. Individual games.
That is a huge insight into how modern streaming behavior works. Big live events still move people to subscribe faster than almost anything else.
Why Sports Matter So Much for Streaming
Apple does not share subscriber numbers publicly, and it does not break down which titles attract signups. That is why Antenna’s data is so valuable. Their analytics are widely trusted across Hollywood, and for a service like Apple TV, which has a very curated content library, these signup trends reveal where the real momentum is.
Sports events continue to be appointment viewing. When a game is exclusive to a streaming service, fans have no choice but to subscribe. As Shaw notes:
“Baseball fans are less likely to stick around given the relative paucity of sports on Apple. But the benefits of the sign-ups weren’t completely erased by the cancellations.”
In other words, even if people cancel after the game, a measurable percentage stay long enough to provide real subscriber lift.
And for Apple, that retention can go even higher once users sample a show or two they like.
Apple TV’s Future Is Packed With Even More Sports
If MLB alone drives this level of demand, Apple’s decision to load up on sports in 2026 could be a turning point. Next year, Apple TV subscribers will get:
- Full access to Formula 1
- Full access to Major League Soccer
- Continued MLB coverage
- All included as part of the standard Apple TV subscription
This is a big shift toward a sports-heavy offering and could dramatically change Apple TV’s growth trajectory.
A Strong Value Play Heading Into 2026
Right now, Apple TV costs $5.99 per month through Monday, December 1, which is one of the cheapest price points in the streaming world. Subscribers get access to Apple’s biggest series and films like Ted Lasso, Severance, Pluribus, and more. It is also included in Apple One for anyone already inside the ecosystem.
Given the data from Antenna, it is clear that sports fans are already driving massive surges of new subscribers. Add F1 and MLS into the mix, and Apple TV could be one of 2026’s most surprising winners.
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