Baseball is entering a new era of fandom — one shaped not just by the game on the field, but by the data, technology, and storytelling that surround it. For broadcasters, publishers, and tech innovators, the next two seasons will redefine how fans connect to the sport. The opportunity? To build experiences that feel personal, dynamic, and alive in every moment.

Here are five trends shaping MLB fandom in 2026 — and why they matter for the business of sports media and technology.

1. The days of one-size-fits-all broadcasts are over.

Fans now expect to customize how they watch—from alternate camera angles and player-focused feeds to stat-rich overlays that can be toggled on or off in real time.

Interactive broadcasts deepen engagement, keeping fans tuned in longer and giving rightsholders new ways to monetize attention. For example:

• A survey found that 57% of viewers said they were more likely to watch a broadcast for longer when graphics and virtual elements were incorporated—and that number rises to 63% among Gen Z. Vizrt
• Detailed stats show that broadcasts with interactive features (such as overlays, polls, multiple angles) saw a 25% increase in viewership duration, while up to 30% of first-screen viewers engaged with interactive features and 78% of second-screen users did so. WARC

With advanced data integrations and immersive interfaces, broadcasters can turn every pitch into a choose-your-own-experience moment—offering customized angles, real-time performance overlays, and interactive options that match how modern fans want to watch.

2. Personalization Redefines the Fan Experience

Fans don’t just want more content—they want their content. Personalization, powered by data and automation, is now essential for driving engagement and loyalty. From tailored highlight reels and localized notifications to storylines that match individual interests, personalized experiences keep fans coming back.

MLB’s product testing underscores the impact: groups receiving personalized content saw ~32% higher engagement and ~24% higher retention compared to non-personalized cohorts (SWOT Analysis).

Sportradar’s API empowers partners to deliver the right content to the right fan at the right time, turning static feeds into one-to-one journeys that deepen connections and unlock new opportunities for audience growth.

3. Gamification Blurs the Line Between Watching and Playing

From fantasy integrations to real-time prediction games and trivia, gamification is turning fans into active participants. It drives longer sessions, higher retention and deeper emotional investment in live games. In apps that embed game mechanics—points, challenges, leaderboards—research shows up to a 42% increase in user retention versus non-gamified experiences. MoldStud

For media and betting operators, this means new engagement models and fresh revenue streams. Data is the foundation—powering fair play, live scoring and dynamic leaderboards that keep the competition exciting pitch after pitch.

4. AI-Powered Storytelling Brings Data to Life

AI is unlocking new ways to tell the story of baseball. Think automated highlight generation, instant stat-driven insights and personalized recaps built from raw data. It’s not replacing storytellers—it’s giving them superpowers.

A global study by IBM found that 85% of sports fans see value in integrating AI into their experience, and 63% trust content created by AI—clear signals that audiences are ready for AI-enhanced storytelling. Stock Titan

For publishers and broadcasters, AI transforms data feeds into narratives that resonate. Every play becomes a headline; every trend becomes a story—helping fans experience baseball not just as a game, but as a continuous, unfolding story.

5. Real-Time Engagement Drives Always-On Connection

Fandom no longer stops when the final out is called. Real-time data and social integrations are powering always-on engagement— from live chat and companion apps to in-game polls and predictive insights. In fact, one report found that platforms offering live updates and real-time event data saw a 25% increase in app engagement during live events. WifiTalents

In this connected ecosystem, Sportradar’s real-time feeds help partners create deeper, more meaningful touchpoints before, during and after the game—ensuring every moment counts.

The future of baseball fandom isn’t about watching — it’s about participating. As these five trends accelerate, the most successful companies will be those that blend data, technology, and creativity to turn fans into active, lifelong participants in the sport.

Sportradar is helping partners get there — providing the insights, tools, and intelligence that power the next generation of fan experiences.