MLB: See It On the Radio

Audacy reports a growing shift in how fans follow Major League Baseball, with audio increasingly serving as a key companion to live game viewing. In a new Insights report, the company says today’s mobile, multitasking audience is turning to audio for a more flexible and personalized experience. According to the findings, 36% of MLB fans now pair play-by-play audio with live television, frequently choosing local announcers to deepen their sense of connection and authenticity.

The report, authored by Audacy SVP of Research & Insights Ray Borelli, underscores how audio fits seamlessly into fans’ daily routines. Whether commuting, working, or managing other tasks, listeners are able to stay engaged with games in ways traditional viewing alone may not allow. This dual-consumption behavior reflects broader changes in media habits, as audiences seek greater control over how and where they consume content.

Audacy’s analysis suggests that audio’s portability and immediacy are key drivers behind the trend, particularly as fans navigate increasingly busy, on-the-go lifestyles. The ability to sync local radio calls with national or regional TV broadcasts also gives fans a more customized experience, reinforcing loyalty to hometown teams and broadcasters.

The findings point to a continued evolution in sports consumption, where audio is no longer a secondary option but an integral part of the fan experience, complementing video and expanding access beyond the traditional living room setting.