In Japan, baseball has long been synonymous with free-to-air television. Whether catching Nippon Professional Baseball (NPB) or international events like the World Baseball Classic (WBC), the sight of TV sets tuned to games in living rooms across the country was unfailing comfort for fans of all ages.

A Cultural Fixture on Free TV

For decades, baseball wasn’t just a sport—it was a unifying national pastime. Major matches, especially involving Team Japan, were broadcast live on terrestrial channels, bringing families together and letting light or casual fans drop in on the excitement with zero effort. Think of it as baseball “by default”: you turn on your TV and there it is, no app, no login, no fee—a cultural institution.

The Netflix Shock: Goodbye Free Broadcasting?

A major turning point arrived when Netflix acquired exclusive streaming rights for the entire 2026 WBC in Japan—47 games, all live and on-demand, with no terrestrial broadcasting at all.

This marks the first time Netflix will host a live sporting event in Japan, signaling a radical departure from tradition. In contrast, the 2023 WBC featured prime-time free TV coverage of Japan’s games, along with partial streaming via other platforms. For many, it feels like the end of an era.

Why the Backlash?

1. No More Serendipitous Viewers

The biggest criticism is that casual and older fans, those who might glance at the TV and be drawn in, are now left out. Free TV’s “accidental viewer” effect vanishes when games are locked behind a subscription wall.

2. Accessibility Barriers

Many seasoned fans aren’t on Netflix or struggle with streaming platforms. The need to subscribe, log in, and choose a plan—that’s a high hurdle compared to pressing “Power On” on the remote.

3. Public Viewing Hurdles

Places like cafes, community centers, or restaurants may face legal and technical challenges showing the games publicly if they rely on personal Netflix accounts—unlike freely broadcast events previously.

4. Potential Technical Issues

Live sports demand reliability. If there’s lag, buffering, or a service outage, viewers could lose out at critical moments—and frustration could turn into national-level backlash.

Netflix’s Strategy: Why Baseball?

So why did Netflix make this bold move? Several strategic reasons stand out:

  • Going Live in Japan: Netflix is now seriously pursuing live sports globally.
  • Leveraging Baseball’s Popularity: Japan has deep-rooted passion for baseball and a vast Netflix subscriber base—this is a golden opportunity to drive engagement, attract new signups, and increase retention.
  • Data and Engagement: With exclusive control, Netflix can use viewing data for better content planning, promote simultaneous watch events, and create bespoke baseball programming.
  • Simplicity for Fans: All games in one app—live, on-demand, searchable—is an appealing, user-friendly experience for those already subscribed.

Navigating the Digital Divide: Older Fans and Tech Hurdles

The major unintended casualty of this shift may be Japan’s elderly baseball fans.

  • Digital Literacy Gap
    Many older viewers are unfamiliar with apps, streaming devices, or even remote app navigation. For them, Netflix is a barrier, not just a subscription service.
  • Subscription Hurdles
    Signing up, entering payment details, choosing plans—these are non-trivial obstacles for those used to free, no-fuss viewing.
  • Relegated to Highlights
    While games won’t air live, highlights may still appear on news programs—but for fans craving the real-time emotional thrill, highlights miss the mark.
  • Community Impact
    Shared viewing—whether with friends, family, or at local public spots—loses its simplicity. Not everyone will conform to personal-device viewing.

A Personal Perspective: Tradition Meets Modernity

As a long-time baseball fan watching from a globally connected home, I see both sides:

  • On one hand, Netflix’s move is smart. It modernizes a big sports fixture, shores up streamer value, and meets Gen-Z and mid-career viewers where they live—on-demand, mobile, flexible.
  • On the other, it risks alienating older fans who kept baseball at the center of Japanese cultural life. It’s one thing to shift habits—we all use smartphones—but another to leave behind a generation still anchored in TV.

The best outcome lies somewhere in between. Netflix and WBC organizers could consider:

  • Partnering with local broadcasters to simulcast key games, even if limited.
  • Creating simplified viewing paths, tutorials, or call-center support for older users.
  • Launching public viewing events or collaborations with local community centers.
  • Offering limited-time free trials timed with tournament weeks.

Such steps would honor both innovation and inclusion.