Netflix to Utilize Nielsen Ratings for MLB Games
Netflix is adopting Nielsen ratings to measure viewership for its Major League Baseball (MLB) games, marking a significant shift in how the streaming giant assesses the performance of its live sports content. This move brings industry-standard measurement to key MLB events, including the Home Run Derby, the Field of Dreams Game, and the New York Yankees-Boston Red Sox Opening Day game [Sports Business Journal].
A Three-Year Deal with MLB
This decision comes as Netflix enters the first year of a three-year agreement with MLB, valued at approximately $50 million annually [Sports Business Journal], [MLB.com]. Previously, Netflix had only used Nielsen ratings for its exclusive Christmas NFL games. The use of Nielsen for MLB games is expected to provide advertisers with greater confidence in viewership data [Sports Business Journal].
Shift in Measurement Strategy
Netflix has historically released audience numbers for events like boxing, tennis, and Alex Honnold’s “Skyscraper Live” without accreditation from an independent ratings agency. These figures were often met with skepticism within the industry [Sports Business Journal]. The adoption of Nielsen ratings for MLB signifies a move towards greater transparency and comparability in viewership measurement.
Future of Nielsen Ratings on Netflix Sports
It remains uncertain whether Netflix will extend the use of Nielsen ratings to other upcoming sports broadcasts, including its MMA debut featuring Ronda Rousey vs. Gina Carano, a potential Floyd Mayweather-Manny Pacquiao fight, and the 2027 FIFA Women’s World Cup [Sports Business Journal]. The decision will likely depend on the importance of advertiser confidence and the specific dynamics of each sports property.
MLB’s Broader Media Rights Deals
The agreement with Netflix is part of a broader set of new three-year media rights deals MLB has established with NBCUniversal and ESPN [MLB.com]. These deals follow a 2025 season that saw significant increases in viewership, including the most-watched postseason in eight years and a World Series Game 7 that drew the largest audience in 34 years [MLB.com].