Report: Audio Use Surges Among MLB Fans

RADIO ONLINE | Thursday, April 2, 2026 | 12:05pm CT

Audacy Insights

Audacy reports a growing shift in how fans follow Major League Baseball, with audio emerging as a key companion to live game viewing. In a new Insights report, the company says today's mobile, multitasking audience is increasingly turning to audio for a more flexible and personalized experience.

According to Audacy, 36% of MLB fans now pair play-by-play audio with live television, often choosing local announcers to enhance authenticity and connection. The report, authored by Ray Borelli, SVP of Research & Insights at Audacy, highlights how audio allows fans to stay engaged while commuting, working, or multitasking.

The study points to a broader shift in fan behavior, with audio extending engagement beyond the game itself into a 24/7 experience. Listeners are using sports audio for updates, analysis, and ongoing coverage that keeps them connected before and after first pitch.

Audacy also cites innovation at the venue level, including a partnership with the New York Mets that enables synchronized in-stadium audio, allowing fans to hear the local radio call while watching the game live.

The report emphasizes the value of sports audio audiences, noting they are 55% more likely to be avid fans compared to the general MLB audience. That engagement is also translating to advertiser impact. Audacy says brands aligned with teams through audio see stronger results, including a 40% increase in product usage compared to other channels.

One example cited is Yuengling, which leveraged a partnership with the Chicago Cubs Radio Network to establish a presence in a new market, integrating into the fan experience across game coverage.

Audacy concludes that as access to televised games becomes more fragmented and costly, audio offers a frictionless alternative-delivering live coverage, deeper engagement, and a highly loyal audience for both teams and advertisers.