MLB’s Home Run Derby on Netflix reportedly posted its smallest audience since 2003 in its first year on the streaming platform. The streamer drew 5.3 million viewers for Monday’s event.
What We Know: According to reporting by Sports Business Journal, Netflix’s July 13 Derby broadcast averaged 5.3 million viewers.. That’s the lowest total since 2003, when ESPN drew 5.2 million for the event. The figure marks a 7% drop from last year’s 5.7 million on ESPN/ESPN2, and a 4% decline from two years ago. Netflix’s Opening Night broadcast in March had already drawn 3 million viewers.
What Remains Unclear: Specific numbers have not been officially released by Netflix. Also, information regarding certain demographics is also not available at this time.
What It Means: The dip comes just one year into Netflix’s three-year MLB rights deal. Still, the streamer’s 18-49 audience reportedly for Opening Night was its best since 2017, suggesting a real, if uneven, trade: fewer total viewers, younger ones. The streaming platform is still navigating its presentation to balance the traditional baseball fan with reaching for a younger demographic. Whether that tradeoff satisfies MLB and Netflix long-term likely hinges on how advertisers and the league value reach versus demographics. With the Field of Dreams game remaining on it’s MLB calendar this season, it will be interesting to see how Netflix pivots even more in their presentation of the game
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.