'Ted Lasso' season premiere breaks Apple TV+ viewing record

While Apple is not offering specific figures, the tech giant said more Apple TV+ subscribers watched the season premiere in its opening weekend than any prior launch, reports Variety. The viewing window ran from Friday, July 23, to Sunday, July 25.

Apple boasts the show "increased its viewership by 6x over season one," though again the company is not revealing exact viewer numbers. "Ted Lasso" is also driving adoption, with Apple TV+ growing its user base by a 50% week over week during the premiere weekend, the report said. The series premiere also lifted numbers for Apple TV+ comedies including the new musical series "Schmigadoon," "Physical" and "Mythic Quest," Apple said.

Starring Jason Sudeikis as the titular Ted Lasso, the show tells the unlikely underdog story of an American football coach who is brought on to lead a soccer club in England. Preaching optimism, respect and positivity in a time of struggle, the show became a critical hit for Apple's fledgling TV service.

Apple aggressively promoted last Friday's season premiere, using a variety of outlets from YouTube to traditional media interviews and an Apple.com takeover to advertise the show's sophomore season.

Along with a growing fanbase, "Ted Lasso" has enjoyed critical praise for its witty writing and optimistic message. Sudeikis won a Golden Globe and Screen Actors Guild best actor awards for his turn as Lasso. The show is up for 20 Emmy Awards including nominations for Sudeikis and co-stars Juno Temple, Hannah Waddingham, Brett Goldstein, Brendan Hunt, Nathan Shelley, and Jeremy Swift.