MLB Takes the Lead: Streaming Growth, Fan Engagement, and 2025 Season Storylines

Overview

As February draws to a close and the Super Bowl excitement winds down in New Orleans, the national sports spotlight shifts toward baseball, with the 2025 MLB season leading the charge. The excitement surrounding pre-season baseball, combined with the NBA’s competitive second half and the approaching March Madness, presents a unique opportunity for both sports fans and advertisers. While college basketball and the NBA continue to capture attention, baseball’s rapid growth in streaming viewership is particularly noteworthy. MLB is breaking records for engagement, with fans tuning in from across the nation, setting the stage for a thrilling sports season where advertisers can tap into a passionate, diverse audience.

Key Highlights

Anticipation Builds for the 2025 Major League Baseball Season

As March draws closer, the excitement for the 2025 MLB season continues to grow, with fans eagerly awaiting the start of pre-season games. MLB has experienced a major digital transformation, with streaming playing a pivotal role in its growth. During the 2024 season, MLB.TV set an all-time high of 14.5 billion minutes watched, a 14% increase from the previous record of 12.7 billion minutes. The surge in viewership reflects the growing popularity of the sport, with fans tuning in not only for the regular season but also for pre-season games. The 28 most-watched days in MLB.TV history have occurred in the last two seasons, with 19 of those taking place in 2024 alone. As MLB continues to innovate with rule changes aimed at making the game faster and more exciting, advertisers have a tremendous opportunity to connect with fans during a time of unprecedented digital engagement.

Looking ahead to the 2025 season, several key storylines are sure to drive national interest. The New York Mets, fresh off signing superstar Juan Soto, have built a powerhouse roster poised to compete at the highest level. Meanwhile, the defending champion Los Angeles Dodgers continue to dominate, bolstered by Shohei Ohtani’s continued dominance and the addition of free agent pitchers Blake Snell and Roki Sasaki. But it's not just the big-market teams generating excitement—young stars like Gunnar Henderson of the Baltimore Orioles, Paul Skenes of the Pittsburgh Pirates, Fernando Tatis of the San Diego Padres, and Tarik Skubal of the Detroit Tigers are creating a buzz across the league. With a wealth of talent competing on the field, and the recently expanded playoff format, the 2025 MLB season promises to capture the attention of baseball fans across the country, offering fresh opportunities for advertisers to engage with a passionate, diverse fan base.

The NBA’s Competitive Second Half and Trade Impact

While baseball continues to build momentum, the NBA season enters its second half, and the competition intensifies. Teams are battling for playoff spots, and this year’s trade deadline brought added excitement, especially with the high-profile move of Luka Doncic to Los Angeles, one of the world’s largest sports markets. The NY Knicks, another massive market, have emerged as one of the top teams in the East, while the Boston Celtics aim to repeat as world champions. These big-market teams—Los Angeles, New York, and Boston—are poised to drive national attention, and with the rise of streaming services, fans across the country can easily follow games, regardless of location.

March Madness: A Nationwide Obsession with Record Streaming Numbers

March Madness is one of the most anticipated sports events of the year, and the 2024 tournament showed just how much its appeal continues to grow. The men’s NCAA Tournament saw games attracting an average of 9.9 million viewers per broadcast, a 3% increase from 2023. Additionally, the women’s NCAA Tournament achieved remarkable viewership numbers, averaging 2.2 million viewers per game—a 121% increase from the previous year. The widespread excitement surrounding March Madness, especially on streaming platforms, allows fans from every part of the country to follow games in real time. Whether rooting for local teams or watching underdog stories unfold, March Madness remains one of the biggest sports viewing events in the U.S., offering brands an opportunity to tap into this national obsession.

Conclusion

As February comes to a close, baseball takes center stage on the national sports calendar, with pre-season games generating excitement and breaking streaming records. MLB’s growth in viewership through streaming signals a prime opportunity for advertisers to engage with a wider audience. In addition to baseball, the NBA’s intense second-half competition and March Madness offer additional touch-points for brands to connect with fans. But in 2025, it is the convergence of baseball’s expansion, the continued success of major sports, and the overall passion of sports fans that present an unparalleled opportunity. By aligning with these high-energy sports moments, advertisers can capture the attention of a highly engaged, diverse audience—both locally and nationally—creating lasting impressions and driving brand loyalty during this exciting time on the sports calendar.