What Youth Problem? MLB Enters The TikTok Era

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Written By CommPRO

For years, Major League Baseball has fought off accusations that it’s an “older” sport.

After all, it wasn’t too long ago that the average baseball fan was 57 years old, TV ratings were plummeting and attendance was sputtering. Even as faster games became a highlight for fans, it didn’t stop ESPN from thinking better of the $550 million it was set to be on the hook for in annual MLB media rights fees from 2026-28.

With the final year of the ESPN contract — still not replaced, though NBC has made a bid — in the backdrop, though, MLB has managed to do something pretty interesting: Make itself younger, even as TV viewers and sports fans in general are appearing to get older.

Data from Tubular Labs shows the stark year-over-year difference on TikTok.

CommPRO

CommPRO’s analysts cover the evolving communications, PR, and marketing landscape through thought leadership, in-depth editorials, and exclusive event coverage. From Cannes Lions to Communications Town Halls, CommPRO provides insights on creativity, innovation, disinformation, ESG, and diversity, our expert contributors highlight trends shaping PR, corporate communications, investor relations, and digital marketing, while offering strategic lessons for communicators. With a reach of more than 50,000 professionals, CommPRO connects brands and agencies with a diverse, future-forward audience.

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