As another Major League Baseball season gets underway, the way fans follow the game is evolving, with audio emerging as a central part of the modern viewing — and listening — experience, according to a new Insights piece from Audacy.
But accessing the game looks different today compared to just a few years ago. Fans aren’t just watching anymore — they’re on the move, following in multiple ways. And that shift is creating a massive opportunity for audio.
Today’s MLB fan is rarely stationary, often commuting, walking, or multitasking while keeping up with their favorite teams. Audio platforms, long valued for their portability, are increasingly meeting that demand. Every pitch of every game is now widely accessible through streaming audio apps, allowing fans to tune in regardless of location.
In an era defined by a wide range of media choices, many fans are seeking a more personal connection to their teams. Local broadcasters play a key role in that experience, offering a level of familiarity and insight that differs from national telecasts. Their commentary often reflects a deeper understanding of team history and community context.
Audio also provides a distinct sensory experience, capturing the natural sounds of the game — the crack of the bat, the pop of the mitt, and the ambient noise of the crowd — bringing listeners closer to the feel of the ballpark, Audacy says.
Recent research highlights how fans are blending audio with other formats. According to Audacy, 36% of MLB fans have paired play-by-play audio with live television broadcasts, choosing familiar voices to enhance their viewing experience. That trend is extending beyond the home. Through a new partnership with the New York Mets, Audacy has introduced synchronized, in-venue audio at Citi Field, allowing attendees to listen to live radio commentary while watching the game in person.
Fan engagement is also expanding beyond the traditional start and end of games. Increasingly, baseball consumption includes pregame analysis, postgame reaction, and continuous updates throughout the day. This has contributed to the rise of 24/7 sports audio programming, which keeps fans informed about roster changes, injuries, and other developments that shape the season.
Industry data suggests that audio audiences may also represent some of the most dedicated fans. Vision Insights reports that sports audio listeners are 55% more likely to be avid MLB fans compared to the broader fan base. Analysts say that level of engagement can be especially valuable in a fragmented media environment.
At the same time, rising costs and increased complexity around television access have created challenges for some viewers. Audio, by contrast, offers a more accessible option, often without the need for subscriptions or bundled services.
The growing importance of audio is also attracting advertisers. Studies indicate that listeners are more likely to support brands associated with their favorite teams, and campaigns tied to sports audio platforms have shown measurable increases in product usage.
As the season unfolds, industry observers say audio’s combination of accessibility, personalization, and engagement positions it as a significant part of how fans experience baseball — whether at home, on the go, or even inside the stadium.