The MLB App Knocks User Engagement Out of the Park

Key Takeaways:

• The MLB (32%) and NFL (31%) are the largest advertisers across the cohort by US ad spend; though the NFL’s US ad spend may ramp up further as the playoffs near. For instance, as of 4Q24 QTD, the NFL accounts for 56% of spend across the cohort, followed by the NBA and the MLB with 21% and 13% of spend, respectively. Per ST data, the top advertiser amongst the cohort appears to shift throughout the year, largely driven by the seasonal nature of each league

• Per ST data, global MAUs have declined for the majority of the top sports apps in 2024 YTD, as the NHL, NFL and NBA have seen MAUs decrease 26%, 19%, and 6% YoY, respectively, a trend that could also be attributed to declining viewers, a challenge that is impacting both the NHL and the NBA

  • The UFC and the MLB are the only apps that saw global MAUs increase, up 16% and 10% YoY, respectively, though the MLB app’s positive growth was also largely due to a 35% YoY increase in 4Q24 QTD, as the Yankees vs Dodgers World Series drew a seven-year high in viewership which could have fostered additional gains from the large markets for both teams

• Time spent across the league apps increases during the season, which is a noticeable trend across the sports leagues cohort vs the relatively quiet offseason, with users averaging 90% more time in the app and a 60% increase in session counts per month since 4Q22 (ex-UFC)

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