MLB intent jumps to 47% as ABS and streaming shift
CivicScience data indicates a nearly 35% increase in intent to follow Major League Baseball (MLB) in the 2026 season compared to 2025, reaching 47% of U.S. adults. This rise is partly attributed to new rule changes, including the ABS challenge system, and an increased interest in sports betting, particularly among women. Furthermore, the article notes a shift in how fans access games, citing a Netflix exclusive opening-night game and some MLB teams moving to direct-to-consumer streaming.
Key Takeaways
- 47% of U.S. adults say they will follow MLB at least somewhat closely in 2026, up from 35% before the 2025 season.
- The ABS challenge system helped lift rule-change interest: 21% of fans now cite rule changes as a primary reason to watch, up from 14% in 2025.
- Among MLB watchers aged 21+, 16% say they’re very likely to bet on baseball this year, up from 14% ahead of the 2024 season.
- Women drove the betting increase, with a three-point gain in very-likely-to-bet intent versus a one-point rise among men.
- MLB opened the season with a Netflix exclusive opening-night game, while some teams are moving to direct-to-consumer streaming.
Why It Matters
MLB is starting 2026 with measurable audience momentum: CivicScience says 47% of U.S. adults plan to follow the league, and 21% of fans now cite rule changes as a primary watch driver. That matters for the streaming stack because access is fragmenting further, with a Netflix exclusive opening-night game and some teams shifting to direct-to-consumer streaming. The clearest next signal is whether the ABS system and new access models continue to move intent among under-45 fans, who are the most responsive group in the data.
Read full article at civicscience.com
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