Major League Baseball's gamble on faster-paced games with new rules appears to be paying off. The 2024 season saw significant growth across all areas of fan engagement, from attendance and television viewership to streaming and digital engagement.
A key takeaway is the rise in attendance. The 2024 season saw the highest attendance in seven years (2017), with over 71 million fans attending games, a 1% increase over 2023. This is the first back-to-back attendance increase in 12 years. Shorter games, averaging 2:36—the fastest in 40 years—seem to be a contributing factor. Weekday attendance jumped 13% compared to 2022.
MLB's national television partners, including ESPN, FS1, FOX, and MLB Network, all reported positive results. They achieved double-digit growth in viewership, particularly among the coveted 18-34 age group:
- ESPN's Sunday Night Baseball (+12%)
- FS1 (+24%)
- MLB Network (+36%)
- FOX held steady with a slight increase (+9%) in the 18-34 demographic.
MLB.TV smashed its streaming record, recording a new high of 14.5 billion minutes watched, a 14% jump from the previous year. Interestingly, 19 of the top 28 most-watched days in MLB.TV history occurred in the past two seasons, coinciding with the implementation of the new rules. Notably, the thrilling Mets' win that clinched their Postseason berth ranks as the fifth most-watched game on MLB.TV ever.
The trend extends beyond traditional viewership. Younger audiences are increasingly engaging with baseball. The percentage of ticket buyers aged 18-35 has risen 8.5% in the last five years, and the average age of new MLB fan database accounts has decreased from 43.4 to 36.2 since 2019.
MLB's social media platforms also experienced significant growth, with all major platforms seeing double-digit increases in followers compared to 2023. Notably, the league's X platform saw a whopping 69% increase. MLB viewership grew by 18% internationally, driven by games played in Korea, Mexico City, and London.
Overall, the 2024 MLB season demonstrates the success of the new rules in attracting fans of all ages and backgrounds. With exciting young players and fast-paced games, Major League Baseball is poised for continued success in the years to come.
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