MLB is shaking things up in a big way. For 35 years, MLB and ESPN were inseparable. But now? The league is turning the page on that long-running partnership, embracing a bold new vision for the future of sports media. Rob Manfred has made it clear—baseball’s next chapter will be shaped by digital platforms, not just cable networks. As traditional TV viewership declines and streaming services thrive, MLB sees an opportunity. The league is confident, citing an 11% rise in viewership across platforms in 2023 and lucrative deals with Apple TV and Peacock that bring in $115 million a year. But will this gamble pay off, or will it cost baseball some of its mainstream visibility? That answer lies in the next big deal MLB strikes.
While this transformation provides MLB more control over its content, it also launches financial uncertainty. MLB’s past streaming agreements provide millions yearly; however, those numbers pale in comparison to ESPN’s past agreements. For instance, ESPN’s past deal was worth $550 million per year. Moving away from the old way of TV highlights that MLB needs to identify ways to replace this lost revenue. This can be done through direct-to-consumer subscriptions and extended digital cooperation. If streaming adoption fails to fulfill expectations, the league could face financial shortfalls, and this will put pressure on Manfred’s approach to ensuring profitability while managing competitive balance.
Major League Baseball issued the following statement this evening: pic.twitter.com/C4UFLwiFAw
— MLB Communications (@MLB_PR) February 21, 2025
Beyond finances, this transition also raises issues related to accessibility, specifically for smaller market teams. Powerhouses, like the Yankees as well as Dave Roberts’ Dodgers, will continue to attract nationwide attention; however, the Pirates as well as the Royals relied on ESPN for exposure. With limited guaranteed national broadcasts, will such teams struggle to attract more fanbase? In addition, streaming fragmentation could force fans to subscribe to multiple channels, enhancing costs as well as intricating access to games. For instance, the NFL has gone through a similar issue when Thursday Night Football moved to Amazon Prime. It decreased the NFL’s viewership to 18 percent in its first year. If MLB fails to establish a seamless as well as affordable viewing experience, it risks alienating its audience.
The future of MLB’s broadcasting approach
This split with ESPN is not just a dispute over media rights; it is a defining situation for MLB’s future. As RSNs decline and online streaming becomes the dominant stage, Manfred’s aim for centralized media control is coming into focus. MLB now faces a vital question: can it go all-in on streaming as well as make it work? In 2023, MLB.TV faced a 9 percent enhancement in streaming minutes, totaling over 12 billion minutes watched. This was MLB’s highest mark ever. In addition, old cable TV households in the United States have decreased from 100 million in 2015 to under 70 million in 2024. It highlights a quick transformation in how fans consume sports.
For decades, ESPN was MLB’s primary national broadcaster, specifically with Sunday Night Baseball. However, the network’s declining interest and trial to decrease rights fees forced the league’s hand. “ESPN’s demand to reduce rights fees is simply unacceptable,” MLB stated in a news release. By cutting ties, the league can explore partnerships that better align with its long-term goals, especially in digital media. With regional sports networks struggling and cable subscriptions losing relevance, MLB sees an opportunity to take greater control—placing direct-to-consumer streaming at the center of its approach.
MLB’s crack with ESPN is more than just a media rights dispute; it is a vital situation in baseball’s future. With regional sports networks fading and online streaming attracting fans, Rob Manfred’s thought for centralized media control is taking shape. MLB’s next move will be vital. Do you think MLB can go all-in on streaming?
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