Is Japan becoming a "cash cow"? Experts reveal that MLB aims to fully capitalize on Shohei Ohtani's peak years.

The 2026 World Baseball Classic (WBC) broadcasting rights in Japan have been decided, marking the first total defeat for traditional television networks. Streaming powerhouse Netflix is said to have spent about 15 billion yen (roughly 700 million RMB), five times the previous fee, to acquire exclusive rights for all 47 matches. This not only signifies a comprehensive surpassing of traditional TV by streaming platforms but also exposes MLB’s strategy to rapidly exploit Shohei Ohtani’s commercial value.

At the heart of this broadcasting rights shift lies the "Ohtani effect." Kota Miura, former translator for the New York Yankees who helped establish the Classic and understands MLB operations, pointed out that MLB now sees the Japanese market as a "cash machine." He believes that since 31-year-old Shohei Ohtani is at his career peak with phenomenal market appeal, MLB’s strategy is clear—to fully extract Ohtani’s commercial potential before the next superstar emerges.

Looking back at the 2023 Classic, Shohei Ohtani’s legendary strikeout duel against Mike Trout in the final helped push total event revenue past $100 million, setting new records for global viewership and merchandise sales. Furthermore, the impressive spending power shown by Japanese fans during the Los Angeles Dodgers’ overseas opening series in Tokyo this March stunned the American team, reinforcing MLB’s resolve to shift the Classic toward a profit-driven model. Netflix’s acquisition of the broadcasting rights was well planned, reportedly prepared for at least two years, with the goal of securing Japan as the core market benefiting from the "Ohtani effect."

In response to this change, Netflix’s Vice President of Content, Kazutaka Sakamoto, expressed hopes to "completely transform the sports viewing experience." To offset the absence of free-to-air TV, the platform plans to collaborate with local governments to host outdoor public viewing events in players’ hometowns and other locations, expanding the viewing environment from homes to public spaces. However, this competition originally created to promote baseball is increasingly evolving into a capital-driven contest dominated by streaming giants, signaling profound changes ahead in the global landscape of top sports event broadcasting rights.