As the pay-TV penetration rate diminishes concurrent with cord-cutting, most media networks have seen their traditional means of distribution decline. For MLB Network in particular, the league-owned broadcast network is estimated to be in 33 million homes, according to data from Nielsen Media Research. This is down from the 50 million homes with pay TV in which the network launched in 2009, reflecting a change in viewership habits towards which companies are adjusting. With the start of the second half and upcoming trade deadline, MLB Network will now be available as a direct-to-consumer option for consumers to purchase either as a standalone offering or in a bundle with the MLB At Bat.
MLB Network, the award-winning, league-owned broadcast entity with several signature shows and live game broadcasts, is granting fans a new means to watch the action. The broadcast channel is available to watch for $5.99 per month through the new direct-to-consumer outlet. The “MLB Network + At Bat” option costs $6.99 per month and gives fans all of the network’s content and features within the MLB At Bat app. These include live game audio for all 30 MLB teams, live Minor League Baseball game broadcasts and access to MLB Big Inning.
Current and future paid subscribers to all-teams and single-team packages through MLB.TV are able to stream MLB Network for the remainder of the season. Fans with a participating pay television subscription can also stream the network through an authenticated stream for the 10th straight year.
“As the way viewers consume content continues to evolve, we are excited for baseball fans to have this new option to experience MLB Network through direct-to-consumer streaming,” Bill Morningstar, president of MLB Network, said in a statement. “Going this direction allows us to significantly expand our reach to fans and gives them more choices on how they want to watch the Network’s Emmy Award-winning coverage. With the season approaching the trade deadline, pennant chases and Postseason, MLB Network will provide the most extensive baseball coverage and analysis available anywhere for our viewers.”
MLB Network will have a variety of programming surrounding the second half of the MLB season, including the return of MLB Network Showcase for the New York Yankees and Philadelphia Phillies game on Monday, July 29 at 6:30 p.m. EST with Matt Vasgersian, Tom Verducci and Jon Morosi on the call. The Emmy Award-winning MLB Tonight continues to air featuring live look-ins, game highlights and expert analysis. MLB Network will air 12-and-a-half straight hours of live broadcast coverage on Tuesday, July 30, the day of the trade deadline, starting with MLB Central at 9 a.m. EST.
During All-Star Weekend, MLB Tonight garnered a 52% year-over-year increase for its pregame and postgame coverage across programming surrounding the Home Run Derby and MLB All-Star Game. Additionally, the encore presentation in prime time of the All-Star Red Carpet Show was the second-most watched telecast in the history of the event. Earlier this year, MLB Network attained another viewership milestone when it presented an out-of-market telecast of Jackson Holliday’s major-league debut for the Baltimore Orioles.
