In recent years, the United States has witnessed a steady downturn in traditional television audiences, a phenomenon largely driven by the surge of digital streaming services and evolving consumer habits. Younger viewers, in particular, favor on-demand content accessible via smartphones and tablets, diminishing the relevance of fixed broadcast schedules.The phenomenon of cord-cutting has transitioned from a niche trend to a mainstream movement, with millions abandoning cable subscriptions in favor of flexible, ad-light streaming platforms.

Network prime-time ratings have reflected this shift, showing consistent decreases. Though, this decline does not extend uniformly across all content types. Live sports and major national events, such as the World Series, continue to attract substantial audiences, proving that while everyday TV consumption fragments, appointment viewing for high-profile events remains strong.

• Streaming services now represent over 35% of total video consumption in the U.S.
• The cord-cutting rate has surged by approximately 30% over the past five years.
• Live sports broadcasts maintain relatively stable television viewership compared to other genres.

While traditional U.S. TV ratings for the World Series have declined, the event’s global viewership is on the rise, fueled by the proliferation of digital and streaming platforms. Fans from Asia, Europe, and Latin America increasingly access games through MLB.TV, YouTube Live, and regional over-the-top (OTT) services, as well as social media channels offering highlights and interactive content.This shift caters to younger, digitally native audiences who prefer flexible, anytime viewing over scheduled broadcasts.

Experts note that this international surge is not only expanding the World Series’ fan base but also attracting heightened commercial interest. Advertisers and sponsors are recalibrating their strategies to tap into these emerging markets, leveraging the event’s digital footprint to reach a broader, more diverse audience. Key drivers of this global expansion include:

• Multi-language broadcasts and localized commentary that improve accessibility and engagement.
• Social media amplification that creates viral moments and fosters worldwide fan interaction.
• Collaborations with global telecom providers ensuring high-quality streaming experiences across continents.

As domestic TV ratings wane, Major League Baseball (MLB) is capitalizing on its burgeoning international audience to sustain and grow its global presence. The recent World Series showcased a remarkable increase in streaming viewership from regions such as Asia, Europe, and Latin America, signaling a strategic pivot from a U.S.-centric broadcast model to a digitally driven, worldwide approach. This international engagement not only elevates MLB’s brand recognition but also opens new revenue streams through sponsorships, merchandise, and localized marketing.

Several factors underpin this global growth:

• Accessible streaming options: Customized content and on-demand viewing empower international fans to follow games conveniently.
• Localized promotional efforts: Collaborations with regional broadcasters and influencers foster cultural resonance.
• International star players: Athletes from countries like Japan, the Dominican Republic, and South Korea serve as ambassadors, enhancing baseball’s worldwide appeal.

To fully leverage baseball’s expanding international audience, broadcasters must adopt a multi-faceted, multi-platform approach tailored to diverse cultural and technological landscapes. This includes integrating live streaming with localized commentary and enhancing accessibility beyond traditional television. Strategic alliances with international sports networks and influential social media personalities can amplify engagement in key growth markets such as Japan, South Korea, and Latin America.

Creating culturally relevant content-such as exclusive behind-the-scenes footage and in-depth player profiles-can deepen emotional connections and foster long-term fan loyalty across continents. Additionally, employing data analytics to personalize content and advertising will optimize viewer satisfaction and maximize commercial returns.