counts for something meaningful

[Maybo]

The next few years are shaping up to be the most pivotal in American soccer for a generation. Messi plays in MLS. The 2026 World Cup will be played on home soil with the 2024 Copa America and 2025 Club World Cup also to be hosted by the US. None of this will matter, though, if measures aren’t taken to ensure this rise in interest counts for something meaningful in the long-term. One of those measures could be split into 60-minute episodes.

Source: MLS’s Netflix deal could be profound, if they’re willing to show the warts by Graham Ruthven, the Guardian

Is "counts" a verb or a noun? If it is a noun, what is the subject of it?

 

[5jj]

None of this will matter, though, if measures aren’t taken to ensure (that) this rise in interest (subject) counts (verb) for something meaningful in the long-term.