SPORTS PRO 🔵 MLB regular season attendances best for seven years as broadcasters report double-digit youth viewership rise – SportsPro

The 2024 Major League Baseball (MLB) regular season was the best attended in seven years, with the league’s broadcasters reporting double-digit increases in viewership among younger audiences.

Confirmed:

• Total stadium spectators rose by one per cent to 71.35 million – the first time attendance has risen in consecutive years since 2012
• Percentage of ticket buyers aged between 18 and 35 has increased by 8.5 per cent since 2019
• ESPN’s Sunday Night Baseball had its most-watched season since 2019 with average audience of 1.5 million, a six per cent year-on-year increase
• Fox’s audience was static at 1.88 million, while FS1 ratings were up nine per cent
• Viewership in the 18 to 34 category was up 12 per cent on ESPN, 24 per cent on FS1 and nine per cent on Fox
• Local ratings remain strong, with MLB games ranking first on cable in 80 per cent of markets with a team
• MLB.TV recorded 14.5 billion streaming minutes, an increase of 14 per cent year-on-year

Context:

MLB has attributed its recent success to rule changes that have aimed to speed up the time of play, making broadcasts more attractive to viewers and ensuring matchgoing fans can get home at a reasonable hour.

There’s also no denying that the league is benefiting from a new wave of exciting young players and a series of phenomenal personal achievements from the likes of Aaron Judge and Shohei Ohtani.

MLB will be pleased at its ratings increase – particularly among younger viewers – at a time when the regional sports network (RSN) ecosystem it relies on for much of its media revenue is in disarray. Meanwhile, there is also doubt about the future of its national television deals, with ESPN considering exercising its break clause next year.

The league will be eager to show broadcasters – and streaming platforms – that it can attract the live audiences they crave.

Comment:

“The increased enthusiasm baseball fans of all ages have shown the last two seasons is evident in all of the ways we track fan engagement,” said MLB commissioner Rob Manfred. “Building off last year’s momentum, the 2024 season was memorable with historic performances, emerging young stars, a series of successful special events, and tight pennant races. We thank all the fans for their outstanding support and look forward to an exciting postseason.”

Coming next:

The 2024 MLB playoffs are underway with the Wild Card rounds, culminating with the World Series later this month.

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