What New Deals Has MLB Struck with Netflix, ESPN, and NBCUniversal?

Major League Baseball (MLB) has signed a series of significant broadcasting agreements with leading media companies for the next three seasons, including Netflix, ESPN, and NBCUniversal. These deals will enhance the visibility of MLB games and special events, significantly broadening the league's audience reach, especially with Netflix airing major events such as the Home Run Derby and the World Baseball Classic. This strategic move comes after ESPN chose to opt out of its previous contract, prompting MLB to explore new partnerships that maximise exposure across various platforms.

Last updated: 12 October 2023 (BST)

What’s happening now

The recent contracts signed by MLB mark a transformative shift in how fans can access baseball content. With Netflix joining the fray, the league aims to tap into the vast subscriber base of the streaming giant, which is known for its high-profile event broadcasts. Baseball Commissioner Robert D. Manfred Jr. highlighted that these agreements will allow MLB to reach a wider audience than ever before. ESPN will be granted rights to MLB.TV, allowing viewers to access out-of-region games, starting in the 2026 season. NBCUniversal is set to revive its coverage of Sunday night games, a move not seen in 25 years.

Key takeaways

• MLB has signed multi-year broadcasting agreements with Netflix, ESPN, and NBCUniversal.
• Netflix will air major MLB events, including the Home Run Derby and the World Baseball Classic.
• ESPN will take over MLB.TV, offering on-demand access to out-of-region games starting in 2026.
• NBCUniversal will resume broadcasting Sunday night games, enhancing its MLB coverage.
• The agreements follow ESPN's decision to opt out of its previous contract worth over $1.5 billion.

Timeline: how we got here

Here’s a brief timeline of key events leading to these new broadcasting agreements:

• December 2022: ESPN opts out of its final three-season MLB contract, which would have cost over $1.5 billion (£1.15 billion).
• January 2023: MLB begins negotiations with multiple media platforms for new broadcasting rights.
• October 2023: Major agreements announced with Netflix, ESPN, and NBCUniversal to cover MLB games and events through the 2028 season.

What’s new vs what’s known

New today/this week

The announcement of new broadcasting deals represents a significant shift in MLB's media strategy, particularly the inclusion of Netflix as a key partner. This partnership enables the streaming service to broadcast special events, broadening the league's fan base and creating new revenue streams.

What was already established

Prior to these agreements, ESPN held exclusive rights to many MLB games and events. However, the decision by ESPN to opt out of its contract has allowed MLB to explore other broadcasting avenues, leading to the current array of deals.

Impact for the UK

Consumers and households

For UK fans, these broadcasting changes could enhance access to Major League Baseball games, depending on the specifics of streaming rights and availability. Fans may need to subscribe to services like Netflix or ESPN to watch select games, potentially altering viewing habits.

Businesses and jobs

With the expansion of broadcasting rights, various businesses involved in sports marketing, merchandise, and broadcasting services could see growth opportunities. This may lead to job creation in these sectors as MLB capitalises on new platforms to engage with fans.

Policy and regulation

As these agreements develop, it will be crucial for the UK regulatory bodies to monitor the implications for broadcasting rights and consumer access. Upcoming consultations may address how these changes impact international broadcasting standards and rights management.

Numbers that matter

• 3: Major media companies now involved in broadcasting MLB events—Netflix, ESPN, and NBCUniversal.
• 1.5 billion: Estimated cost of the contract ESPN opted out of over three seasons.
• 25: The number of years since NBCUniversal last aired Sunday night MLB games.
• 2026: The year when ESPN will start broadcasting MLB.TV, its on-demand service.
• Millions: Viewers expected for major events like the Home Run Derby and the World Baseball Classic.

Definitions and jargon buster

• MLB: Major League Baseball, the professional baseball organisation in North America.
• MLB.TV: An on-demand streaming service that allows users to watch MLB games outside their local area.
• Home Run Derby: An annual baseball competition in which players compete to hit the most home runs.
• Comcast: An American telecommunications conglomerate that owns NBCUniversal.

How to think about the next steps

Near term (0–4 weeks)

Fans should keep an eye on further announcements regarding subscription details for MLB.TV and how streaming access will be structured across platforms. There may be introductory offers to attract viewers.

Medium term (1–6 months)

In the coming months, the impact of these broadcasting changes on viewership and engagement should become clearer. MLB may also outline plans for promotional events or collaborations with streaming platforms to maximise exposure.

Signals to watch

• Details on subscription fees for MLB.TV and other streaming services.
• Viewer ratings for the first major events broadcasted by Netflix and NBCUniversal.
• Engagement metrics on social media platforms related to MLB events.

Practical guidance

Do

• Consider subscribing to MLB.TV or streaming services that will broadcast MLB games to ensure access.
• Stay updated on announcements from MLB regarding game schedules and event specifics.
• Engage with MLB content on social media to participate in discussions about the new broadcasting deals.

Don’t

• Don’t assume access to MLB games will remain the same; check for changes in viewing options.
• Don’t overlook potential promotional offers from streaming services following these new agreements.

Checklist

• Check your streaming subscriptions to ensure access to MLB content.
• Follow MLB's official channels for the latest updates on game broadcasts.
• Plan viewing schedules around major events like the Home Run Derby and the World Baseball Classic.
• Evaluate the best streaming service options based on viewing preferences.

Risks, caveats, and uncertainties

As these broadcasting agreements unfold, there are uncertainties regarding user uptake of new services and potential changes in subscription fees. The availability of games may vary based on regional rights, influencing accessibility. Additionally, any future shifts in viewer preferences towards different platforms could impact the success of these deals.

Bottom line

The new broadcasting agreements for MLB signify a major shift in how baseball will be consumed in the coming years, especially with the inclusion of Netflix. UK fans can expect greater access to games and events, but they should remain vigilant about how these changes might affect subscription costs and viewing options in the future.

FAQs

What major companies have signed broadcasting deals with MLB?

MLB has signed broadcasting deals with Netflix, ESPN, and NBCUniversal to cover various events and games over the next three seasons.

When will ESPN begin broadcasting MLB.TV?

ESPN will start broadcasting MLB.TV, its on-demand service, from the 2026 season, allowing viewers to access out-of-region games.

What events will Netflix air as part of its agreement with MLB?

Netflix will air major events such as the Home Run Derby and the World Baseball Classic as part of its broadcasting agreement with MLB.