Key Takeaways
- MLB generated nearly 18 billion video views across social platforms in 2025 and is targeting aggressive growth in 2026
- TikTok posts using #MLB increased almost 60% from 2024 to 2025, with the league now at 11 million global TikTok followers
- MLB acquired an ownership stake in Jomboy Media, which delivered over 2 billion views during the 2025 postseason alone
- Netflix exclusively aired the 2026 Opening Night game as part of a new three-year deal with the league
- The league is turning players into content creators, with TikTok hosting a creator lounge during spring training
A New Distribution Model Takes Shape
Major League Baseball opened its 2026 season on Netflix, not on a traditional broadcast network. The streamer exclusively aired the Opening Night matchup between the New York Yankees and San Francisco Giants as part of a three-year deal, a concrete example of the league’s shift away from regional sports networks and toward platforms built for younger, on-demand audiences.
That move sits alongside a growing portfolio of media and tech partnerships. MLB expanded its multiyear relationship with Adobe to incorporate AI-driven fan experiences and brand visibility tools. It also signed a deal with Polymarket as the league’s official prediction market exchange.
“The World Series was the perfect embodiment of the whole season last year, where we just saw growth in our viewership on national media broadcasts, ticket sales, all that,” said Alex Cadicamo, MLB’s VP of media business development and strategy, in an interview with Marketing Brew.
TikTok and Social as a Growth Engine
MLB’s renewed deal with TikTok is central to its strategy of reaching fans outside traditional broadcast windows. Posts on TikTok using #MLB grew almost 60% between 2024 and 2025, and the league now counts nearly 11 million followers across its global TikTok accounts. Views from Japan and Korea grew considerably during the World Series, according to MLB and TikTok.
Kat Marquez, TikTok’s global sports partnerships lead, credited the league’s willingness to experiment. “MLB is one of our most innovative partners,” she said. “They were some of the earliest adopters of trends, they have unfettered player access, which is so crucial to building some of the personalities of these athletes.”
During spring training, TikTok set up a creator lounge at the MLB Player House in Arizona. Cubs third baseman Alex Bregman launched an account during that window, and Diamondbacks shortstop Geraldo Perdomo went live from the venue.
Jomboy Media and the Creator Bet
Midway through the 2025 season, MLB took an ownership stake in Jomboy Media, a creator-driven sports platform built around baseball podcasts, newsletters, and social content. The investment reflected the league’s recognition that third-party creators can reach audiences that official league accounts may not.
The returns have been measurable. During the 2025 postseason, Jomboy Media’s first as an official MLB partner, the company recorded over 2 billion cross-platform views and a 76% year-over-year increase in social views. During the 2026 World Baseball Classic, Jomboy Media generated 32 million engagements and 933 million views.
CEO Courtney Hirsch noted that creator-driven content often outperforms athlete-integrated content in terms of engagement. “When we integrate athletes into our content, we don’t see a spike in views or performance,” she said. “Our community is tuning in for our opinions, the creator voice that they’ve loved and trusted.”
Nostalgia, Culture, and Niche Audiences
MLB is also leaning into its 150-plus years of history as a content asset. The MLB Vault YouTube channel, featuring archival highlights, has around 205,000 subscribers. Classic games on the league’s FAST channels are among its top performers.
Cameron Gidari, MLB’s VP of social media and innovation, said the league views its legacy as an advantage with younger audiences, not a barrier. “There’s a lot of appetite for vintage,” he said.
Beyond the archives, Gidari’s team is tapping into cultural crossover content, including food, music, and niche fandoms like anime and comic books, to expand the league’s reach across non-sports audiences.
What Youth Sports Operators Can Take from MLB’s Approach
MLB’s strategy offers a clear framework for youth sports organizations thinking about audience development. The league is investing in creator partnerships, platform-native content, and cultural relevance rather than relying solely on broadcast distribution and traditional marketing. For operators looking to grow participation and engagement among younger demographics, the playbook is increasingly the same: meet them where they scroll.
Source: Marketing Brew, Alyssa Meyers, March 26, 2026
Image: MLB X
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