The World Baseball Classic (WBC), one of the most anticipated international baseball tournaments, is set to return in March 2026 for its sixth edition. However, this time, the tournament is sparking heated debate—not just about the games but about how fans will watch them. Netflix, the global streaming giant, has reportedly secured exclusive broadcasting rights for all 47 matches, including those featuring Japan’s beloved national team, “Samurai Japan,” led by Los Angeles Dodgers superstar Shohei Ohtani. This move marks a significant shift from traditional broadcasting, raising questions about accessibility, fan engagement, and the financial risks involved. Could Netflix’s bold gamble lead to a monumental success, or is it poised for a spectacular failure?
Netflix’s Big Bet on the WBC
The 2026 WBC promises to be a global spectacle, with top-tier talent like Ohtani leading the charge. However, fans hoping to catch the action on traditional platforms like NHK or other Japanese broadcasters may be in for a shock. Netflix’s exclusive deal means that the tournament will not be available on free-to-air terrestrial TV or even NHK-BS satellite broadcasts in Japan. Instead, fans will need to subscribe to Netflix, with the cheapest plan currently priced at approximately $6 USD (¥890 as of August 27, 2025) per month.
This exclusive deal comes at a hefty price. The World Baseball Classic Inc. (WBCI), the organization behind the tournament, reportedly raised the broadcasting rights fee to a staggering $1 billion (¥150 billion), a fivefold increase from the $200 million (¥30 billion) of the 2023 tournament. For context, the combined broadcasting rights for the Summer and Winter Olympics total around $3 billion (¥440 billion). For a single-sport international event, the WBC’s price tag is astronomical.
Netflix, however, seems confident in its investment. The 2023 WBC final, where Samurai Japan defeated the U.S. team, drew a jaw-dropping 46% viewership rating in Japan, with over 50 million people tuning in. If Netflix can convert even a fraction of those viewers into subscribers at $6 per month, the platform could generate up to $3 billion (¥450 billion) in revenue—more than enough to cover the broadcasting rights and turn a profit. The math seems sound, but is it really that simple?
A Cultural Clash: Free TV vs. Paid Streaming
In the United States, WBC games will reportedly remain available on free-to-air television, making Netflix’s exclusive deal a uniquely Japanese phenomenon. This disparity has raised eyebrows, with some suggesting that WBCI is banking on Japan’s fervent baseball fandom to justify the high subscription cost. Japan’s love for baseball is undeniable—players like Ohtani are national heroes, and the WBC is a cultural event that unites generations. But expecting fans to pay for something they’ve historically watched for free could backfire.
The decision to bypass traditional broadcasters like NHK and sell the rights directly to Netflix has sparked accusations of opportunism. Some critics argue that WBCI is exploiting Japan’s passion for baseball, assuming fans will willingly pay $6 a month to watch their favorite players. However, this assumption overlooks a critical factor: the generational divide between Netflix’s user base and the WBC’s core audience.
The Generational Divide: Netflix Users vs. WBC Fans
One of the biggest challenges Netflix faces is the mismatch between its subscriber demographics and the WBC’s viewership. According to industry experts, Netflix’s primary user base consists of younger audiences, particularly those in their 20s, followed by 30- and 40-somethings. These “cord-cutting” generations are accustomed to streaming and rarely rely on traditional TV. While Netflix has seen growing adoption among older users—thanks to widespread smartphone penetration—individuals aged 50 and above still account for less than 20% of its subscribers.
In contrast, the 2023 WBC viewership skewed heavily toward older audiences. Data suggests that fans in their 70s and older were the most engaged, followed by those in their 60s and 50s. Interest waned among younger viewers, with many in their 20s and teens expressing little to no interest in the tournament. This creates a significant disconnect: Netflix’s core users are not the WBC’s most dedicated fans, and the tournament’s loyal viewers may be reluctant to navigate the complexities of a streaming subscription.
For older fans, the shift from free TV to a paid streaming service could be a dealbreaker. Many are unfamiliar with or resistant to the idea of subscribing to a platform like Netflix, which requires account creation, payment setup, and potentially new devices or apps. The hassle of these steps, combined with the cost, may push casual fans to skip live viewings altogether, opting instead to follow the games through news highlights or social media updates.
The Sponsor Dilemma: A Domino Effect?
The WBC’s shift to Netflix doesn’t just affect fans—it could also have serious implications for sponsors. Japanese companies have long been major backers of the tournament, with brands like Dip, a job recruitment platform represented by Ohtani, taking center stage. For the 2026 Tokyo Round, Dip has secured naming rights, with the event officially branded as the 2026 World Baseball Classic® Tokyo Pool Presented by Dip. This level of investment reflects the expectation of reaching millions of consumers, from diehard baseball fans to casual viewers tuning in for the spectacle.
However, Netflix’s paywall could limit the tournament’s reach. On traditional TV, sponsors benefit from broad exposure, with commercials featuring stars like Ohtani reaching both dedicated fans and the “I’ll watch because it’s on” crowd. With Netflix’s ad-free premium plans, such as the Standard or higher tiers, sponsors risk losing visibility entirely. If fans opt for these plans to avoid ads, companies like Dip may find their investment yields little return. This could trigger a “sponsor withdrawal domino effect,” where brands pull funding from future tournaments, threatening the event’s financial viability.
Some experts speculate that Netflix could mitigate this by offering select games, such as Japan’s matches, as free streams to attract a wider audience. However, this would undermine the platform’s subscription-driven model and could alienate paying users. The challenge for Netflix is to balance accessibility with profitability while keeping sponsors satisfied—a tall order in a competitive streaming landscape.
The Bigger Picture: Streaming’s Impact on Sports
The WBC’s move to Netflix reflects a broader trend in sports broadcasting: the shift from traditional TV to streaming platforms. Services like Amazon Prime, Peacock, and ESPN+ have already secured exclusive rights to major sporting events, from NFL games to Olympic coverage. For fans, this offers convenience and flexibility, but it also raises concerns about accessibility and cost. As more sports move behind paywalls, the risk of alienating casual viewers grows, particularly in markets like Japan, where free-to-air sports broadcasts have long been a cultural staple.
For Netflix, the WBC represents both an opportunity and a gamble. Success could cement its position as a go-to platform for live sports, opening the door to future deals. Failure, however, could tarnish its reputation and discourage other sports organizations from partnering with streaming services. The stakes are high, and the outcome will depend on Netflix’s ability to deliver a compelling viewing experience that justifies the cost for fans.
Can Netflix Win Over Samurai Japan’s Fans?
At the heart of the WBC controversy is Shohei Ohtani, whose star power transcends borders. As Dip’s brand ambassador, Ohtani embodies the company’s slogan: “We want to chase dreams alongside those who are working hard toward theirs.” For fans, the dream is to see Samurai Japan defend their title and achieve a historic back-to-back championship. But how many will be willing to pay for that dream?
Netflix’s success hinges on its ability to bridge the gap between younger, tech-savvy subscribers and older, traditional baseball fans. Offering exclusive content, such as behind-the-scenes footage, player interviews, or interactive features, could sweeten the deal. Additionally, Netflix must ensure a seamless streaming experience, with high-quality broadcasts and minimal technical issues, to avoid frustrating viewers accustomed to the reliability of TV.
Conclusion: A High-Stakes Game
As the 2026 WBC approaches, all eyes are on Netflix. The platform’s $1 billion bet on exclusive broadcasting rights is a bold move, but it’s fraught with risks. From generational divides to sponsor concerns, the challenges are significant. If Netflix can deliver a viewing experience that captures the excitement of the WBC while appealing to a broad audience, it could hit a home run. But if fans balk at the paywall or sponsors pull out, the streaming giant may find itself striking out.
For now, the question remains: Will Japan’s baseball fans embrace Netflix as the new home of the WBC, or will this ambitious experiment end in a “big bust”? Only time—and viewership numbers—will tell.
