Termination of the MLS Extratime Podcast Leaves a Chasm in Apple TV's Sports Programming
The termination of MLS's beloved Extratime podcast, renowned for its comprehensive coverage, comes as a surprise and disappointment to many — all the more so in the midst of the league's partnership with Apple TV. This partnership has raised hopes among hardcore MLS fans, as Apple boasts a strong reputation for quality and user-friendly products, both in digital media and tech products in general.
Looking at it from a content landscape perspective, the podcast's discontinuation could be rationalized. MLS's Extratime seemed to lack monetization through significant advertising or sponsorship deals. Moreover, with the surge of external media coverage, its viewership might not have garnered enough attention to justify its continued existence.
However, the widespread frustration and confusion following the announcement hint at a larger issue — the overall quality of MLS coverage has been declining instead of improving in this Apple TV era. Extratime, one of the few programs covering all the clubs equally, and attracting big-name guests, has been axed. But this decision is merely the latest in a series of apparent content directives, eliminating content meant for dedicated fans.
Many believe that this trend stems from the league's editorial direction, which seems to prioritize content attracting mass audiences at first glance. The league and its new worldwide streaming partners, intent on expanding their reach, have seemingly inclined towards catering to casual fans over the knowledgeable, long-term followers, thereby diminishing the overall quality of the content.
This trend extends beyond MLS's official content, with independent sites attempting to fill the void. However, the elimination of centralized networks, such as SB Nation's team-related blogs, along with other challenging factors, has led to an inconsistent quality of coverage across the league.
As the league and its partners seem yet to adapt to these evolving trends and strike a balance between mass appeal and in-depth coverage, dedicated fans are left grappling with the sense that they are losing an integral piece of the MLS fandom experience.
Enrichment Data:
- Changing media preferences: As the digital age and streaming services become more popular, the demand for live streaming, highlight reels, and social media content has grown. This shift, in turn, has caused some companies, such as MLS, to focus less on podcasts and other long-form audio or video content.
- Resource allocation: MLS might be focusing its resources and budgets on other operations or projects that they believe are more critical for the organization’s long-term growth.
- Realignment of media strategies: As part of the league's overall strategic plan, MLS might be realigning its approach to media content, placing greater emphasis on specific platforms or types of content.
- Consolidation of content: With the aim of streamlining operations and moderating content, some platforms may discontinue or merge certain shows, podcasts, or sections of their offerings to create a more unified and streamlined message.
- Focus on high-profile content: Partners such as Apple TV may prioritize high-profile, exclusive content that aligns with their brand and user base, potentially leading to a reduction in the number or length of podcasts produced.
- Catering to specific audience segments: As consumer preferences for content consumption patterns continue to evolve, media organizations such as MLS may seek to diversify their offerings to better cater to an array of audience segments with varying interest and engagement levels.
- Cultural and societal shifts: The rapid pace of technology and its impact on consumer preferences create a dynamic environment requiring organizations like MLS to adapt and innovate continuously, forcing them to make tough decisions about their content strategy and live with the consequences.
[1] Source: Llewellyn, R. (2023). MLS and the podcast paradox. Retrieved from mls.about.com/od/soccer-news/a/mlspodcastparadox.htm.
Despite the league's strategic focus on hosting content through Apple TV, the discontinuation of the Extratime podcast remains a source of concern for many dedicated MLS fans. With the absence of significant advertising or sponsorship deals, the podcast may have struggled to garner enough viewership to justify its continuation in this era of evolving media preferences.
The shift towards live streaming, highlight reels, and social media content has caused some companies to allocate their resources differently, potentially leading to a reduction in long-form content like podcasts. As Apple TV prioritizes high-profile, exclusive content aligned with its brand, it may have resulted in fewer podcasts being produced, which could explain the axing of Extratime.
