The 2026 Major League Baseball season kicked off on Wednesday, streaming on Netflix. This is significant, especially for fans who’ve followed baseball through thick and thin—or perhaps given up on it, like me after the Pirates lost in the 1992 NLCS.
This launch is tied to Netflix’s growing ambition in live sports, following their initial experience with the NFL. During the Yankees-Giants game, certain ads were labeled “make-goods.” This is a term used when a broadcaster fails to deliver promised viewership numbers to advertisers. For instance, Netflix recently fell short of expectations during its Christmas doubleheader featuring the Cowboys vs. Commanders and Lions vs. Vikings. They attracted 19.9 million viewers for Cowboys-Commanders and 27.5 million for Lions-Vikings, but missed the target for the key 18-54 age group by 18%.
The lack of live sports between December and this MLB game meant that Netflix had to air these “make-good” ads during the baseball opener. They had offered to place these ads in other shows, but advertisers prefer to stick to live sporting events.
This raises questions for Netflix and other streaming platforms about their strategy for live sports. These platforms aim to cherry-pick marquee matchups instead of committing to full seasons, which could lead to more advertising challenges down the line.
Interestingly, a recent survey showed that 72% of sports fans prefer watching live games over recorded ones. They crave the excitement and unpredictability of live action. This insight could shape how streaming services handle their sports offerings in the future.
As Netflix plots its path in sports broadcasting, it may want to consider more consistent options. The stakes are high, and the fans’ expectations are even higher.
For more information on Netflix’s journey into live sports, check out this report.
