Apple’s streaming ambitions in sports just got a reality check, but there’s a silver lining that might surprise you. While the tech giant faces major upheaval in baseball broadcasting, the continuation of one key program reveals something important about the evolving streaming sports landscape.
The streaming wars for sports content have reached a fever pitch, with companies anticipated to invest roughly $33 billion in national sports rights during 2025, according to industry analysis. Apple has been a notable player in this expensive game, having launched its baseball programming back in March 2022 with a substantial commitment. The company secured a seven-year agreement with MLB valued at approximately $85 million annually, as reported by Wikipedia. What made this deal particularly interesting was Apple’s ability to exit after the first or second year—a flexibility clause that revealed the company’s strategic uncertainty about sports streaming at the time. That window has since closed, making Apple’s current decision to stay even more significant.
Here’s what you need to know: the baseball broadcasting world is experiencing its most dramatic transformation in decades. ESPN and Major League Baseball have decided to part ways after their current agreement concludes following the 2025 season, ESPN reports. This ends a partnership that stretches back to 1990, creating opportunities for other networks and streaming services to step in.
The financial stakes are enormous – we’re talking serious money here. The three newly announced agreements will generate nearly $800 million per year for MLB, according to ESPN. ESPN maintains its largest share at $550 million, while NBC’s package is worth $200 million and Netflix’s deal comes in at $50 million.
NBC emerges as a major winner in this reshuffling, securing the rights to become the new home of “Sunday Night Baseball” and wild-card playoff games, ESPN confirms. This gives NBC year-round Sunday night sports programming to complement their NFL coverage, creating valuable consistency for advertisers and viewers who associate Sunday nights with premium sports content on the network.
Netflix’s entry into live baseball represents a significant milestone for the streaming giant. The platform will broadcast the T-Mobile Home Run Derby, Opening Night exclusives, and special events including the 2026 MLB at Field of Dreams Game, MLB announced. Their first game is scheduled for March 25, featuring Aaron Judge and the New York Yankees visiting the San Francisco Giants, according to ESPN. That’s quite a debut – starting with one of baseball’s biggest stars and leveraging their expertise in event programming from their successful NFL Christmas Day broadcasts.
Apple TV+ holds its ground with Friday nights
Now here’s the surprising part: despite widespread speculation about Apple’s exit from baseball, the company will maintain its Friday night programming throughout the regular season. Apple TV+ will continue streaming “Friday Night Baseball” doubleheaders, MLB confirmed. This continuation comes after months of uncertainty and reports suggesting Apple might invoke early exit clauses from its contract.
The persistence of Friday Night Baseball is particularly noteworthy given earlier predictions. Reports from August suggested Apple was preparing to abandon all MLB interests, with NBC potentially acquiring both Friday and Sunday night packages, as reported by Sports Media Watch. The fact that Apple retained its Friday slot while allowing ESPN to step back from more expensive commitments demonstrates a calculated approach rather than industry retreat.
Apple’s baseball programming evolution reveals strategic thinking about content monetization. The service initially offered games free of charge for the first 12 weeks, later extending free access for the entire inaugural season, Wikipedia notes. However, starting in 2023, Apple TV+ required a subscription to watch Friday Night Baseball, integrating the content more deeply into its overall streaming strategy. This audience-first, monetization-second approach has become the playbook for how Apple launches premium content – build engagement before building barriers.
What this means for Apple’s streaming strategy
The retention of Friday Night Baseball suggests Apple is taking a more selective approach to sports content rather than abandoning the category entirely. Let’s break down the strategic implications: the company’s sports portfolio now consists primarily of its MLB programming and its substantial Major League Soccer deal. Apple secured MLS streaming rights through a 10-year agreement worth $2.5 billion, according to Yahoo Sports. MLS commissioner Don Garber reported that games are averaging 120,000 unique viewers per match, representing nearly a 50% increase compared to the previous year – demonstrating that Apple’s focused approach can drive meaningful audience growth.
This focused approach makes financial sense when compared to the broader streaming sports investment landscape. Companies are expected to nearly double their spending on streaming sports rights to $7.1 billion since 2023, industry analysis shows. Rather than competing for every available sports property, Apple appears to be choosing strategic partnerships that offer unique value propositions – MLS provides global soccer content, while Friday Night Baseball delivers consistent weekly programming during baseball season.
The decision to maintain Friday Night Baseball also reflects the unique subscriber retention value of weekly programming. Unlike special events or seasonal tournaments, regular weekly broadcasts provide the kind of consistent content that drives habitual viewing and reduces churn. The program features doubleheaders produced by MLB Network and offers both home and away radio broadcast options as alternative audio feeds, Wikipedia details. This production quality and viewing flexibility demonstrates Apple’s commitment to delivering premium user experiences that justify subscription costs.
Bottom line: Apple seems to be playing the long game here, maintaining strategic footholds in sports while avoiding the bidding wars that have driven competitors to overspend on content that may not deliver sustainable ROI.
The current round of deals sets the stage for an even bigger transformation in 2028. MLB plans to create comprehensive national packages for major streaming companies when current contracts with Fox Sports and TNT Sports expire, according to The Athletic. This bundling strategy could fundamentally reshape how baseball is distributed across different platforms, potentially offering streaming services more comprehensive packages that include both regular season and postseason content.
For Apple, maintaining its current position through this transition period makes strategic sense. The company retains flexibility in its existing contract structure while avoiding the escalating costs of acquiring additional properties in today’s inflated market. ESPN’s decision to step back from some MLB commitments demonstrates that even traditional sports broadcasters are being more selective about their investments, as ESPN’s deal restructuring shows. This industry-wide cost consciousness suggests that Apple’s measured approach may prove prescient.
Imagine this scenario for 2028: instead of the current fragmented landscape where different networks own various pieces of baseball coverage, streaming services could bid on comprehensive packages that include weeknight games, weekend programming, playoffs, and special events. Apple’s established relationship with MLB and demonstrated commitment to quality production could position the company as a serious contender for more substantial rights packages when the economics become more favorable.
This positions the company well for the next major round of negotiations when the entire landscape could shift again in 2028. The streaming wars for sports content show no signs of cooling down, but Apple’s approach suggests a more measured strategy focused on sustainable growth over flashy acquisitions.
The continuation of Friday Night Baseball proves that in the rapidly evolving world of streaming sports, sometimes the smartest play is simply staying in the game while others make bigger, riskier bets. Apple might not be swinging for the fences like some competitors, but they’re keeping their bat ready for when the right pitch comes along.