How MLB and Fox’s World Series Strategy Is Paying Off

Heading into the 2022 World Series, Major League Baseball wanted to lean into social media video — and offer more alternative camera angles for viewers.

As the Houston Astros and Philadelphia Phillies prepare for Games 6 and 7 this weekend, MLB’s strategy is paying off.

MLB’s short-form video content across social media platforms like Facebook, Instagram, YouTube and TikTok is driving massive engagement with baseball fans.

With Houston up 3-2 in the series, check out MLB’s social media growth through 4 games: 

• Instagram: Up 120% in total video views.
• TikTok: Up 110% in total video views.
• YouTube: Up 67% in total video views.
• Facebook: Up 81% in total engagements.

Media

| by Michael McCarthy

After Strong Viewership Start, World Series Must Compete With NFL

TV viewership for Phillies-Astros is up 4% over first two games.

November 1, 2022

Other factors are juicing MLB’s numbers. 

Unique characters like superstar Bryce Harper, scrappy Brandon Marsh, and the Astros’ rookie sensation Jeremy Pena have seized the imagination of fans.

MLB broadcast partner Fox Sports has also employed more aggressive camera angles, including shots of the batters walking up to the plate, pitchers warming up, and base-runners racing around third base. 

Combined with in-the-moment interviews, including dugout chats after home runs, Fox is bringing viewers closer to the action than ever before.

The Astros’ historic combined no-hitter in Game 4 averaged 11.81 million viewers, up 9% from last year. It was the most-watched Game 4 in four years, according to Sports Media Watch.

Any best-of-seven series that lasts at least six games makes league sponsors and advertisers happy. 

If the Phillies can force a decisive Game 7 Sunday night, then a profitable World Series is almost guaranteed. Unfortunately, a Sunday night Game 7 would have to compete head-to-head with the NFL’s “Sunday Night Football.”