Amazon Prime Video Expands MLB Coverage in Japan with SPOTV Deal | 350+ Games Live

Tokyo, Japan – Major League Baseball’s footprint in Japan is set to expand significantly, with Amazon Prime Video securing rights to livestream over 350 regular season games annually. The multi-year deal, an expansion of an existing partnership with SPOTV, will bring a substantial increase in MLB content to Japanese audiences, accessible to Prime members at no additional cost.

The agreement builds on Prime Video’s initial foray into MLB broadcasting in Japan last year, when it aired 54 regular season games, including the season-opening Tokyo Series. The platform also previously broadcast the 2023 World Baseball Classic (WBC) in the country and serves as a distributor for MLB’s global direct-to-consumer service, MLB.TV. Beyond regular season games, select postseason contests will also be livestreamed, further enhancing the offering for Japanese baseball fans.

SPOTV will be available as both a linear channel and will provide 24-hour coverage including highlights and related programming. This comprehensive approach aims to immerse viewers in the world of MLB, catering to both dedicated followers and casual observers.

The timing of this expansion coincides with a surge in popularity for MLB in Japan, fueled in part by the presence of high-profile Japanese players in the league. Shohei Ohtani of the Los Angeles Dodgers, pitching ace Yoshinobu Yamamoto (also Dodgers), and Chicago Cubs hitter Seiya Suzuki are all captivating Japanese audiences with their performances stateside. This increased visibility has also spurred commercial interest, with Japanese brands like Uniqlo reportedly partnering with MLB teams – Uniqlo is now the presenting partner for Dodger Stadium’s field.

Amazon’s move reflects a broader trend of streaming services vying for sports rights in Japan. Netflix recently broadcast the WBC, hoping to attract new subscribers. However, a recent survey by Kyodo News indicated that the WBC broadcast didn’t translate into a significant increase in Netflix subscriptions, with 36.4 percent of fans who were interested in the event choosing not to subscribe. This suggests that while there is strong interest in baseball, converting that interest into streaming subscriptions isn’t guaranteed.

Yosuke Ishibashi, director and head of content for Prime Video Japan, emphasized the positive reception to their initial MLB broadcasts. “We have been delivering the excitement of baseball to Prime members, including last year’s intense MLB regular season battles, and have received excellent feedback,” Ishibashi said. “With many Japanese players joining MLB this season and following the fierce battles in international competitions, customer attention on MLB has grown more than ever. In response to customer needs, we will stream over 350 games during the regular season on the SPOTV Channel, significantly exceeding last year, delivering the excitement of outstanding plays.”

The increased availability of MLB games on Prime Video is likely to further solidify the league’s position in the Japanese market. The combination of star power, compelling competition, and accessible broadcasting promises to engage a growing fanbase. The deal also underscores the strategic importance of the Japanese market for both MLB and Amazon, as both entities seek to capitalize on the increasing convergence of sports and streaming entertainment.

While Netflix’s experience with the WBC serves as a cautionary tale, Amazon’s approach – bundling MLB content with its existing Prime membership – may prove more effective in attracting and retaining subscribers. The accessibility and value proposition of including live sports within a broader entertainment package could be key to unlocking the full potential of the Japanese market. The success of this expanded partnership will be closely watched by other streaming services and sports leagues as they navigate the evolving landscape of sports broadcasting in Asia.

The deal also highlights the growing importance of international markets for MLB. With a dedicated and passionate fanbase in Japan, the league is clearly prioritizing efforts to expand its reach and engagement in the region. The partnership with Amazon Prime Video represents a significant step in that direction, offering a platform to showcase the sport to a wider audience and cultivate the next generation of MLB fans in Japan.