Netflix downloads in Japan have nearly quintupled since the World Baseball Classic started, thanks to the U.S. streaming platform landing the exclusive rights to broadcast the games there.

Netflix’s exclusive broadcast rights to the 2026 World Baseball Classic (WBC) in Japan have driven a near fivefold increase in app downloads since the tournament began, according to reports. The U.S. streaming platform secured the rights through a deal estimated at $63.5 million to $98 million, significantly higher than the $20 million–$30 million paid for similar rights in 2023. While this surge highlights growing interest in the tournament, it also underscores broader concerns about accessibility in a market where free-to-air sports broadcasts remain the norm.

Japan’s 10 million Netflix subscribers—out of 125 million people—represent a small fraction of the population, with 68% of respondents in a Sanno University survey stating they had no plans to sign up for the service due to the WBC. Critics argue that subscription models clash with cultural preferences for terrestrial broadcasts, particularly in rural areas and among older demographics. Nippon Professional Baseball Commissioner Nobby Ito noted that exclusive streaming could limit the WBC’s mass appeal, despite Major League Baseball’s assertion that the $3/month cost is “accessible”.

Netflix has relaxed its policies to allow bars and restaurants to stream games without enforcement action, addressing initial restrictions on commercial use. However, the platform’s dominance in driving downloads contrasts with traditional broadcasters like NHK and TBS, which previously aired WBC matches for free, achieving record viewership in 2023. While MLB and Netflix emphasize expanded global reach, the financial success of the partnership hinges on converting short-term interest into sustained subscriber growth—a challenge in a market resistant to paid sports streaming.