Apple's MLB deal is good for Apple TV+, but making a bad situation worse for baseball fans...
At Tuesday's Apple Event, Apple rolled out the long-rumored deal it signed with Major League Baseball. But, in a time where it is getting harder for local fans to watch their team play, this is making that situation worse, and not better.
As I write this, MLB is still shut down after its COVID-impacted 2021 run, and a shortened 2020 campaign. Making a long story short, the owners decided that they wanted to negotiate with the players' union with training shut down, and this will in all likelihood take out a big chunk of the start of the season, as spring training has not even started yet.
And yet, on Tuesday, Apple announced that every Friday night, it will stream two games starting on April 8. I am telling you now, in all likelihood, the season will not have started then.
This is a nice perk for Apple TV+ subscribers. It will make the overall experience for baseball fans worse.
In most markets, a regional sports network (RSN) carries the games for any given market. In New England, for example, it's NESN. In New York and into the Red Sox/Yankees neutral zone that is southern Connecticut, it's YES. Most others have a Fox-owned channel.
These channels are on cable, or on a streaming package like fuboTV. So, they are not free already, and you're still going to get ads on top of what you pay.
But, these channels don't air all the games. Crucial match-ups and a random game now and again are often aired on ESPN or other national broadcasters like Fox local channels, TBS, or the MLB network itself.
So, add another service or venue you've got to pay attention to, or pay for.
National providers like Verizon, Cox, and DirecTV have national versions of RSNs. But again, the networks don't have the rights to air games on those channels. So, a package like MLB.TV is required to watch games for out-of-area fans.
Here's where it starts to get complicated. The MLB.TV streaming package blacks out games that are in the local area. So, if the Yankees are playing the Orioles, and you're a Yankee fan in Maryland, you won't be able to watch it on MLB.TV, because it's on the Baltimore RSN.
Because of all this, if you're a Red Sox fan in Boston, or a Yankees fan in New York, you won't get to watch any of the games on MLB.TV when you're at home.
Amazon has some carve-outs for exclusive games, which are then blacked out on local programming and on other streaming venues.
And now, Apple does too.
So, to fix this problem, the league is making changes to the game itself and financial arrangements. While the scope of the lockout and negotiation points are beyond the scope of this article, the league keeps saying that they're trying to spruce things up and attract new fans, which is part of the point of the ongoing lockout and negotiations.
The Amazon and Apple TV+ deals aren't going to attract new fans. Instead, it just makes it harder for most of the existing fans with what is essentially a genetic and regional imperative to follow their childhood team to follow along.
Apple is probably paying them a pretty penny, but the sport relies on viewers and fans who have already started complaining about more blackouts of games.
The games and the daily coverage of the goings-on will add viewing time to Apple TV+ from existing subscribers. I'm not certain if it will add many new users to the service, given how many streaming paths a viewer needs to subscribe to to catch all the games.
This is good for Apple, of course. Otherwise, they wouldn't have signed the deal. It's good for MLB ownership, because of Apple's and Amazon's money.
But that's cold comfort to that lifelong fan of any given team. Tell that devout Yankees or Red Sox fan that they will miss a crucial match-up mid-season because it won't be on MLB.TV or their regional sports network.
Instead, tell them that they have to pony up again to a big-tech corporate behemoth to watch it, above and beyond paying monthly for their RSN or at least $109 per year for a single-team MLB.tv subscription.
Just don't expect a positive response.
Read on AppleInsider
As I write this, MLB is still shut down after its COVID-impacted 2021 run, and a shortened 2020 campaign. Making a long story short, the owners decided that they wanted to negotiate with the players' union with training shut down, and this will in all likelihood take out a big chunk of the start of the season, as spring training has not even started yet.
And yet, on Tuesday, Apple announced that every Friday night, it will stream two games starting on April 8. I am telling you now, in all likelihood, the season will not have started then.
This is a nice perk for Apple TV+ subscribers. It will make the overall experience for baseball fans worse.
Baseball watching and streaming is complex
I don't know what year it all started, but MLB viewing is fragmented pretty badly. Mostly gone are the days of baseball being broadcast on your local channel.In most markets, a regional sports network (RSN) carries the games for any given market. In New England, for example, it's NESN. In New York and into the Red Sox/Yankees neutral zone that is southern Connecticut, it's YES. Most others have a Fox-owned channel.
These channels are on cable, or on a streaming package like fuboTV. So, they are not free already, and you're still going to get ads on top of what you pay.
But, these channels don't air all the games. Crucial match-ups and a random game now and again are often aired on ESPN or other national broadcasters like Fox local channels, TBS, or the MLB network itself.
So, add another service or venue you've got to pay attention to, or pay for.
National providers like Verizon, Cox, and DirecTV have national versions of RSNs. But again, the networks don't have the rights to air games on those channels. So, a package like MLB.TV is required to watch games for out-of-area fans.
Here's where it starts to get complicated. The MLB.TV streaming package blacks out games that are in the local area. So, if the Yankees are playing the Orioles, and you're a Yankee fan in Maryland, you won't be able to watch it on MLB.TV, because it's on the Baltimore RSN.
Because of all this, if you're a Red Sox fan in Boston, or a Yankees fan in New York, you won't get to watch any of the games on MLB.TV when you're at home.
Amazon has some carve-outs for exclusive games, which are then blacked out on local programming and on other streaming venues.
And now, Apple does too.
Apple TV+ and Amazon is a solution for some, but not for the motor that drives the game
This is just the latest chapter of "more fans and less money per fan" versus "fewer fans that pay more for the privilege." Fans are increasingly being priced out of watching the games in the stadiums. At the same time, MLB has complained that viewership and revenue is dropping, especially in less major markets.So, to fix this problem, the league is making changes to the game itself and financial arrangements. While the scope of the lockout and negotiation points are beyond the scope of this article, the league keeps saying that they're trying to spruce things up and attract new fans, which is part of the point of the ongoing lockout and negotiations.
The Amazon and Apple TV+ deals aren't going to attract new fans. Instead, it just makes it harder for most of the existing fans with what is essentially a genetic and regional imperative to follow their childhood team to follow along.
Apple is probably paying them a pretty penny, but the sport relies on viewers and fans who have already started complaining about more blackouts of games.
The games and the daily coverage of the goings-on will add viewing time to Apple TV+ from existing subscribers. I'm not certain if it will add many new users to the service, given how many streaming paths a viewer needs to subscribe to to catch all the games.
This is good for Apple, of course. Otherwise, they wouldn't have signed the deal. It's good for MLB ownership, because of Apple's and Amazon's money.
But that's cold comfort to that lifelong fan of any given team. Tell that devout Yankees or Red Sox fan that they will miss a crucial match-up mid-season because it won't be on MLB.TV or their regional sports network.
Instead, tell them that they have to pony up again to a big-tech corporate behemoth to watch it, above and beyond paying monthly for their RSN or at least $109 per year for a single-team MLB.tv subscription.
Just don't expect a positive response.
Read on AppleInsider
Comments
My household has gone from watching around 140+ games a season to about…. 10. Maybe. All because these insane licensing agreements make the games unavailable through how I purchase TV viewing.
I'm not a baseball fan; there's no major league team near where I live. I tend to watch only two or three games per year, and that's only when the World Series has a game 5 & beyond. As an Apple TV+ subscriber, I might actually be in Apple's target audience here. If one of the Friday night games has a close score in the late innings, I might actually tune in for a while.
There are millions of people who don't subscribe to a baseball-specific premium service (like MLB.com or whatever it's called) but do have Apple TV+ or Amazon Prime. Some of these people will watch games on TV now that they wouldn't have otherwise. Some of these viewings will introduce friends or family members to professional baseball. I hazard a guess that, perhaps more than other sports, baseball fandom is generally "inherited" from family members of prior generations. MLB making it easier for more fans to watch games helps attracts new fans.
Apple TV+ will promote this throughout the baseball season; plenty of people will tune in to see what's what. Especially if Apple does a great job presenting the game, this will attract (some number of) new fans. It won't be millions of fans, probably, but it won't be zero.
Maybe I misunderstood your original point, but I see more upside for MLB with this game package sold to Apple than downside. Global growth is essential if the game is to keep pace with NFL and NBA in exporting American sports to the world. Otherwise, it will be like cricket in India—Huge within the nation, but unknown outside it.