Netflix Reaches TV’s Dollar Demo in MLB Debut

Last week, Netflix stepped up to the plate with its coverage of the Yankees-Giants game, and it was a home run in the ratings game. The streamer’s broadcast of the 7-0 win drew in an average of nearly 3 million viewers, just missing the 3 million mark by 32,000 viewers. What’s more, almost half of the viewers were adults in the 18-49 age range.

In comparison, NBC’s airing of the Dodgers vs. Diamondbacks game the following night averaged 2.74 million viewers, with an estimated 14.4% watching on Peacock. Similarly, Fox’s MLB season opener on Saturday pulled in 2.59 million viewers, with a sizable portion falling within the 18-49 demographic.

The exciting part about streaming platforms like Netflix is that they tend to attract a younger audience compared to traditional TV networks. For instance, Amazon Prime Video’s Thursday Night Football games last season had a median viewer age of 49.4 years, making it much younger than the NFL’s linear TV audience average of 56.2 years.

While Netflix may have underdelivered on its ad sales for Opening Day, requiring some makegoods for advertisers, the streaming giant’s market position remains strong. With a market cap of $405 billion, Netflix is investing about $150 million in a three-year deal for baseball rights, which includes the season opener, special games like Field of Dreams, and the Home Run Derby.

Overall, Netflix’s MLB debut was a hit, attracting a solid audience and showcasing its potential in sports broadcasting. It’s exciting to see how streaming services are changing the game when it comes to entertainment options for viewers of all ages.