MLB’s Big Shift to Streaming: What It Means for Fans and Advertisers in 2025

In 2025, Major League Baseball isn’t just about balls and strikes — it’s about streams and subscriptions.

As more fans cut the cord and streaming becomes the new norm, MLB has made major strides to meet audiences where they are: online. But while the league has expanded its direct-to-consumer (DTC) offerings, the transition to streaming has been anything but simple. For advertisers and fans alike, the changes are shaking up the way we experience America’s pastime.

MLB’s Streaming Expansion: A Game-Changer for Fans

This offseason, MLB doubled the number of teams offering in-market DTC streaming. As The Athletic reports, 26 of the league’s 30 teams now offer standalone streaming options for local fans. Teams like the Dodgers, Phillies and Giants have joined the growing list, allowing fans to skip traditional cable bundles and stream games directly via regional networks or MLB partnerships.

Pricing varies— ranging from $19.99/month for teams like the A’s to $29.99/month for Dodgers coverage—but the real value lies in flexibility. No more mandatory cable contracts. Just baseball, delivered directly to your device.

Still, the league’s streaming playbook isn’t fully coordinated. As PCWorld’s Cord-Cutter Confidential explains, the fragmentation across networks, apps and blackout restrictions creates confusion for fans who just want to watch their team. While some markets enjoy polished MLB.TV integrations, others are juggling multiple apps, pricing models and restrictions.

Why MLB Is Going All-In on Streaming

So, what’s driving MLB’s push toward streaming? In short: demand. The number of digital live sports viewers surpassed traditional TV viewers in 2024 — and the gap is only growing. Younger fans, particularly those aged 18–34, are more than twice as likely to stream live sports compared to older demographics.

Plus, streaming unlocks new revenue opportunities for both leagues and advertisers. MLB.TV set a record with 14.5 billion minutes streamed in 2024, and engagement on MLB’s social platforms saw double-digit growth across Instagram, X (formerly Twitter), YouTube and Facebook.

That’s a win for fan engagement — and a goldmine for digital advertisers.

What Streaming Means for Advertisers

As MLB leans into streaming, advertisers are quickly realizing the advantages of Connected TV advertising. Unlike traditional TV, CTV enables precise audience targeting, real-time analytics and interactive ad formats. During Super Bowl LIX, for example, Tubi’s livestream alone drew 13 million viewers, and advertisers saw significantly higher engagement on streaming platforms compared to linear TV.

Here’s why this matters for brands:

• Targeted Ad Delivery: Programmatic advertising on CTV allows brands to reach sports fans based on interests, location and even past viewing behavior.
  
• Interactive Formats: From shoppable ads to clickable overlays, streaming ads can drive immediate action.
  
• Measurable ROI: Advertisers can track conversions, view-through rates and engagement in real time — making every ad dollar work harder.
  

Viant’s DSP helps brands capitalize on these features, offering advanced targeting and dynamic ad insertion to boost performance during live sports events.

A League in Transition

MLB’s streaming transformation is part of a larger trend. The NFL’s Thursday Night Football on Amazon Prime continues to break records, the NBA has secured massive streaming rights deals with Peacock and Amazon and even March Madness is being eyed for a bigger CTV footprint.

For MLB, expanding DTC access and reducing blackouts are essential to keeping pace with fans’ evolving expectations. As Commissioner Rob Manfred told The Athletic, “the biggest thought is fan-friendly… [so] the fan… has an option to get the games and that’s really important.”

But there’s still work to do. With four teams — including the Astros and Nationals — still lacking DTC access, and national blackout rules adding complexity, the league hasn’t yet hit a home run on accessibility.

The Bottom Line

MLB streaming in 2025 is a story of progress and potential. With more teams offering direct access, digital viewership surging, and advertisers embracing CTV, the game is clearly changing.

For fans, it’s about freedom — watching your team, your way. For brands, it’s about precision — reaching the right audience at the right time with smarter, data-driven campaigns.

As streaming becomes the new home plate for live sports, advertisers who step up to the plate now will be best positioned to score big.