- MLB News
As the World Series approaches, corporate greed is making it impossible to watch baseball
Our paywalled pastime and the cost of “fragmentation fatigue”
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I didn’t watch a single game of MLB’s Wild Card Series. I listened to it on the radio.
Is that weird? I think so.
I’m not part of the analog movement; I’m not out to prioritize tactile experiences over digital ones. You could even argue that I was lucky to be spared the images of our Sox falling at the hands of the Yankees. That’s a valid argument as far as it goes but I would have far preferred to watch the games anyway.
I listened to the ALWCS on the radio as though it’s 1955 because I didn’t have access to NBC.
What’s a Cable Cutter Supposed to Do?
I am a longtime streamer; I cut the cable on my TV subscription almost ten years ago. It was supposed to be a savvy move, saving money and riding the wave of the streaming technologies that are now completely baked into our daily lives.
So how did I fall so far behind that in the 2026 postseason, I followed my team the same way my grandfather did?
Being an out-of-market baseball fan like me is supposed to be easy in the digital era. There are a number of apps and plentiful clips all over the internet to watch live games, condensed games, recaps, highlights, and more. However, my location in Seattle makes me ineligible for the Red Sox own NESN 360, even though I’m part of Red Sox Nation, because I don’t live in New England. (And those New Englanders who are Sox fans but happen to live in Fairfield County, CT are out of luck too, the poor bastards.) But I have my MLB.TV subscription, and you would think that would be enough to watch baseball all season long. Isn’t that kind of promised in the name?
Not really, because today’s baseball fan actually finds it tough to catch all their games without:
- Attending in person (clearly, this amounts to a small fortune and is impractical on many levels)
- Obtaining multiple subscriptions (still a small fortune)
- Navigating an elaborate calendar based on which outlet is offering the broadcast
- Listening on the radio
- Watching Gameday’s slightly time-delayed simulation of each at-bat
- Resorting to illegal means
- Missing out entirely
None of that sounds appealing, or makes any sense, or fits with MLB’s stated intentions of growing the fanbase, does it?
In 2025, When announcing MLB’s new broadcast deal with ESPN, NBC, and Netflix, Rob Manfred said it was “a great opportunity to expand our reach to fans.” MLB executive vice president and chief marketing officer Karin Timpone has also said, “The number one thing we’re trying to do is invite everybody to be a fan.”
And yet, when I’ve fired up the MLB app on a Friday night, I’ve been told the Red Sox (or other interesting games) are locked behind an exclusive Apple TV+ paywall. On other days of the week, at different times in the season, I find that a different national media deal has shut me out. I’m not paying less for my MLB.TV subscription, either, even though it now offers fewer games. I’m being asked by MLB to pay more, for an ever-growing list of streaming options: Apple TV+, Netflix, FOX, NBC, TBS, ESPN. And if I don’t pay up, I have to tune out.
Some of these broadcasters are very familiar, from the olden days of watching sports on cable. Could I watch more baseball if I simply gave in and rekindled my relationship with a cable TV provider? My MLB app locks me out of some games because I don’t have one of those. How does this make sense?
I’ve tried subscriptions to Fubo, YouTube TV, and Peacock. They offer introductory rates but those expire, and none of them provide complete coverage anyway.
And that’s just the regular season! When October arrives, MLB dials up the frustration to an entirely new level.
Once the postseason begins, the MLB.TV app goes dark (unless you already have a cable provider, and reside in the US). To watch a single pitch of the most meaningful games of the year, fans are forced into a multi-tiered corporate gauntlet. Want the Wild Card? Open Peacock. Want the ALDS? That’s HBO Max (I got lucky, since I happen to have that one already!). Need the World Series? You’ll have to get a live TV bundle like YouTube TV, Fubo, or Sling. There’s no one-size-fits-all solution, though. For just one example, Fubo doesn’t carry the ALCS. By the time you string together the necessary subscriptions, you’ve essentially recreated that pricy monthly cable bill, just to watch four weeks of sports.
And the headache! How long have I spent mapping all this out? First to find out what I can squeeze into my budget, and then the day-to-day planning of which provider is broadcasting which game. It’s exhausting, and frankly, ridiculous.
I’m not the first person to log this complaint. Outlets as varied as NJ.com, Consumer Reports, Awful Announcing, and many more have all covered this before me. And I feel like when Consumer Reports is weighing in on baseball, a line has clearly been crossed, right? At the beginning of the 2026 season, Kiplinger (known for their personal finance and related advice) looked into the costs a modern baseball fan could expect to incur by watching a season’s worth of games on TV. In their analysis, this model of decentralized streaming has pushed the annual cost of following baseball to roughly $500–$600. For a league trying to grow, this is an incredibly steep barrier to entry. That doesn’t even include a trip to the ballpark, or buying a jersey, or any of the “extras” that following a team might inspire.
The Washington Examiner published an article a couple of weeks ago entitled “It’s too hard to watch the playoffs.”
Even Congress has gotten involved. Rep. Tammy Baldwin introduced legislation this year called the For The Fans Act. The bill seeks to improve the fan experience by ending regional blackouts within league-owned subscription services like MLB.TV, and requiring pro sports leagues to offer free access to broadcasts of local games.
The Baseball Toll (not Tolle)
I’m a longtime, dedicated fan. I write about baseball. I’m a nerd. For all these reasons, I pay the toll. That is, I navigate the apps, I hunt down clips, I use Gameday, and I do what my grandfather did: I tune into the radio. But as I listen to an audio feed or watch a Gameday at-bat in this era of high-definition broadcasting, a glaring question emerges: How on earth does MLB expect to win over new fans like this?
The league is currently trapped in a massive paradox. They talk extensively about “growing the sport” by expanding globally and capturing new demographics (among them: women, international fans, and potential fans who are Gen Z aged or younger). Yet, their distribution model does the exact opposite.
I lived with a Gen Z teen until just three weeks ago when he became a college freshman, and the truth is, if he can’t watch something, it may as well not have happened. He’ll watch a highlight on TikTok (he doesn’t watch baseball as far as I know; I’m speaking more generally) but I don’t believe that’s how baseball will find its way into more hearts, or grow from a highlight into an abiding interest, even a passion. By making it difficult to get invested—to even find the games—MLB is preventing casual fans from becoming more than casual.
In the last two years alone, MLB has made serious attempts to expand into Japan, Mexico, South Korea, and the UK. Even now, Red Sox Nation is full of global citizens; it’s not just a New England thing. You could argue that about any team. But if a potential fan in Tokyo, Mexico City, Seoul, or London can’t click a single app on their phone to watch a game, they simply won’t watch it. As an out-of-market fan myself, I understand what it takes to get that game, and MLB isn’t making it easy.
A Hydra With Many Heads
To understand why it is so difficult to follow baseball, you have to look at the sheer number of corporate entities slicing up the broadcast rights. There is no longer anything like a “baseball package;” instead there is a completely decentralized, sprawling entity that is not only difficult to navigate, but it seems to keep growing. Every time another deal is signed, there’s another head on this monster that needs to be fed—by fans’ subscriptions, of course.
Consider what it takes just to follow the regular season:
- Apple TV+ regularly streams Friday Night Baseball.
- Netflix has moved into the space and owns exclusive rights to high-profile events like Opening Night, the Home Run Derby, and the iconic Field of Dreams game.
- Traditional broadcasters like Warner Bros. Discovery (via TBS and truTV) and Fox Corporation still command massive chunks of the schedule.
- NBCUniversal expanded its MLB footprint by buying rights to Sunday Night Baseball, as well as the entire MLB Wild Card round. I’ve heard quite a bit of lip service as to how NBC’s “storied” legacy with baseball (one that seemingly ended when Bob Costas signed off in 2000) will continue and grow. Honestly, as a fan, it felt like bad news because it put up another hurdle to navigate.
Fragmentation Fatigue
The result is a sports media landscape where the fan can never keep up. According to recent data from the Sports Business Journal, “fragmentation fatigue” (which is not limited to sports) is widespread: nearly 28% of active sports streamers juggle three or more separate, paid apps just to follow their teams.
When the postseason arrives, the financial absurdity truly sets in. The league’s flagship app, MLB.TV, explicitly requires “Pay TV provider authentication” to stream postseason games live in the United States. If you cut the cable to save money, October forces you to buy your way back in. And that’s only in the US! When I was in France three years ago, my MLB.TV app didn’t work (without a VPN) so what will happen to all the international fans that MLB is trying to cultivate?
If a fan wants to watch every single playoff game, legally, without cable, they essentially have two choices:
- Subscribe to an all-in-one provider like YouTube TV, Hulu+Live TV, or DirecTV Stream to get FOX, FS1, and TBS, plus a separate subscription to Peacock (or Fubo) for the Wild Card series. It’s especially wild to me that fans can’t watch either the Division Series or Championship Series on a single provider; the National League was covered this year by FOX, with TBS handling the American League. This is also why there are so many “How to Watch” articles because it’s that damn complicated! The cost for this nonsense? Upwards of $100 for one month.
- Create a patchwork quilt of apps. There are a number of ways to do this, depending on what streamers you already have. This gentleman on Instagram who researched the options promised that it could be done for just under $52. But note the fine print: “Heads up: Peacock Select and the HBO Max plan with ads do NOT include live sports. Pick the wrong tier and the game stays locked at first pitch.”
I’m telling you, it’s never easy!
Asking for a Friend
I have a friend—let’s call her “Laura”—who is a baseball fan and sportswriter. She watches games but wants to watch more, as in, all the Red Sox and postseason MLB games. Friends and colleagues have suggested other ways to stream these games, ways that may exist somewhere on the spectrum from “certainly shady” to “for sure illegal.”
VPNs that might fool an app into unlocking blackouts also require a paid subscription. Laura says she might have tried even less legal means; however, even though she’s pretty tech-savvy, she couldn’t get them to work due to never-ending popups that didn’t allow her to reach the actual game. Besides, I hear that there was too much porn to wade through, which added yet another layer of unpleasantness to this whole dilemma.
In the spring, she learned about a “Media Hub” box, which has since been pulled from legit American retailers due to legal rulings regarding copyright. Depending on where you look, it costs somewhere between $300-$600 and can only be purchased from overseas retailers. Laura is a pretty law-abiding citizen and certainly supportive of the right of copyright holders to protect their creative work (MLB broadcasts are copyrighted). That she has even considered this probably says a lot, right?
So even if fans wanted to go another route, it’s costly and difficult, and steeped in moral quagmires.
Follow the Money
The owners and league executives aren’t blind to this frustration, but they are following the money. Contracts provide exclusive broadcast rights. That allows media companies to use baseball as leverage to gain streaming subscribers. Platforms are willing to pay astronomical fees because having two million people download an app and enter a credit card number is a huge business victory—even if it means drawing fewer total eyeballs for baseball overall. Those same contracts slice up the postseason (separating American and National Leagues within the same series, for example, or allowing only one series to be broadcast per streamer before moving on to the next streamer). If the media company gets their subscriber, they don’t care what happens with the other league, or the rest of the postseason; their work is done.
That’s a win for the streamers, but not for MLB.
The windfall of all that money, earned by allowing those streamers to bid against each other for the joy of broadcasting fragmented parts of the MLB season, creates an existential threat for MLB and baseball itself. When games are partitioned off behind a maze of different paywalls, casual channel-surfers (along with the rest who can’t or won’t pay) are completely shut out. No one can be accidentally drawn into an exciting game. We’ve seen how much work has to generally be done to catch a postseason game at all; this time of year should theoretically offer the most intense and exciting games of the whole season. If that theory holds up, it’s also when new fans might become most invested. Awful Announcing has written about the number of viewers in 2026 and compared those numbers to past postseasons, and while there’s a lot of slicing and dicing to this analysis, non-Dodgers games drew fewer viewers and overall, there was a drop of 3% in total viewership for the 2026 Division Series. How much of this might be because fans simply can’t get the game in front of them?
MLB is betting that short-term television revenue is worth ignoring the next generation of fans—and right now, the fans are the ones losing.
Radio Days
The financial reality is clear: Major League Baseball is making billions by letting corporate giants use our fandom as a customer acquisition tool for their own companies, not for the greater good of baseball or fans. And the cultural cost is crazy. When MLB makes it this expensive and this exhausting to watch a pennant race, it isn’t just squeezing the wallets of diehard baseball nerds like me. It is actively turning away the next wave of fans who will never experience the magic of October baseball—and not even realize what they’re missing—because they can’t find the game.
So, as this postseason rolls on, I will likely find myself continuing to do what I’ve been doing. Maybe others are forced to do it too. More and more, I will turn off the TV entirely and somewhat reluctantly listen to the game on the radio.
There is a beautiful, poetic nostalgia to listening to baseball but relying on a technology developed in the late 19th to early 20th century in order to bypass 2026 corporate paywalls isn’t a romantic tradition. It’s a systemic failure. MLB might be winning the battle for short-term broadcast revenue, and it seems fine with that. But if it keeps allowing the most exciting part of the season to be locked away behind those paywalls, it is going to be broadcasting to an increasingly quiet, and shrinking, fanbase.
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