MLB's Strategies to Expand Viewership and Engage Fans 1

The MLB Landscape

Major League Baseball (MLB) is a professional baseball organization, which comprises 30 teams in the United States and Canada. It is the oldest of the four major professional sports leagues in North America and has provided decades of thrills and excitement for fans worldwide. A 162-game season, followed by a month-long play-off series, then culminating in the World Series, have been the mainstay of baseball for over a century.

Challenges to MLB’s Progress

However, in recent years, the sport has struggled to remain relevant compared to other major sports in the United States. According to Nielsen Ratings, the number of viewers for the World Series has dwindled from an average of 33.5 million in 1994 to 12.6 million in 2020. Similarly, the average age of a baseball fan is currently 57 years old, according to Forbes, a number that has been steadily increasing over the past two decades.

MLB’s Response

In response to these challenges, MLB has launched an array of strategies aimed at broadening its viewership and engaging fans more deeply. Here are some of their most impactful:

1. Modernization of On-Field Play

One of the most obvious ways that MLB has sought to modernize its product is by introducing immediate video review and instant replay of in-game decisions. This has created more accurate and transparent on-field play and has generated more appeal for both hardcore fans and casual spectators alike.

2. Building Digital Content

MLB has invested resources in its digital landscape. It has added layers of content not only to conventional platforms such as television and radio stations but also more fully embraced emerging platforms like social media, streaming services, and mobile devices. Social media challenges, creative content, and streaming behind-the-scenes glimpses of games and practices have been particularly impactful at enthralling younger generations of fans.

3. Inclusion Efforts

MLB has also focused on being more inclusive in its player scouting and development. With advancements in scouting analysis and data science, MLB’s talent evaluation process is now far more sophisticated than it was previously, thereby providing better opportunities to players with untapped potential who may have been underrepresented in the past. For example, in 2018, two female scouts Alma Hilda and Negley Farson joined the MLB Talent Scouting Department making history and spearheading inclusion at the highest level.

4. Player Marketing

One of the most significant efforts put forth by MLB in recent years has been the brand promotion of its superstar players. Major league baseball has some of the most talented athletes in the world, but many of these players have struggled to penetrate mainstream sports culture. Baseball has invested heavily in making key players more accessible to the media and fans. MLB has leveraged social media to help market players more effectively, particularly through platforms like Twitter and Instagram. The campaigns have also been well integrated with other medium such as gaming agreements with some of the top globally recognized leagues like NBA 2K.

5. Live Streaming Rights

Finally, following the trend set by other major sports, MLB has moved aggressively to acquire live streaming rights to its games on social media platforms, including Facebook and YouTube. Their pay-per-view techniques have allowed fans greater access and convenience to games and has expanded the league’s global footprint.


As the challenges facing the league evolve, it is heartening to see the responses that are put forth. As baseball moves into the future, it is clear that MLB is not content to rest on its laurels as it strives for greater engagement and inclusivity. While the result may be unknown, baseball fans around the world will undoubtedly watch with anticipation as the next game begins. For an improved comprehension of the topic, make certain to visit this expertly curated external source., it’s packed with valuable information to supplement your reading.

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