A Look At Sign-Up Trends For Seasonal Sports Services

With players arriving at Spring Training this week, the start of Major League Baseball is right around the corner. So here at Antenna, we thought we’d take a look at some Sign-up data from recent years for a couple of seasonal sports services. Owned and operated in partnership with the sports leagues themselves, these services provide subscribers with access to stream out-of-market games and other league related content.

As one might imagine, MLB TV and similar Services see the bulk of their user acquisition take place leading up to and at the start of each respective season. Looking specifically at MLB TV, Sign-ups in the March through October period increased +22.7% YoY from 2021 to 2022. 

Just this week, MLB TV announced a subscription price increase for the 2023 season, as well as the inclusion of minor league games to its lineup. Antenna will be curious to see how Sign-ups fare for the upcoming season in light of the Service’s new price. 

Definitions and details on Antenna’s methodology can be found here

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.