Streaming platforms like Netflix have spent the last decade chipping away at the television strongholds of traditional sports broadcasting. In North America and Europe, companies such as Netflix and Amazon’s Prime Video have already pushed aggressively into live sports rights. Japan, however, has remained one of the final bastions of conventional sports television, particularly when it comes to baseball. 

For decades, marquee games have aired on domestic broadcasters and free-to-air networks, often treated almost as a public event rather than premium content. By locking up exclusive domestic rights to the World Baseball Classic, Netflix is effectively testing whether Japan’s deeply ingrained viewing habits can be nudged toward streaming.

So what exactly is the deal and why is it causing so much buzz in Japan’s media circles?

According to a report by Bloomberg News, Netflix has secured exclusive rights to stream the World Baseball Classic in Japan. With the bid reportedly exceeding $63.5 million, more than three times the estimated value of the previous Japanese broadcast rights for the tournament. The aggressive offer immediately caught the attention of Japan’s television industry, where sports rights have historically been priced far more conservatively compared with US or European markets.

For Netflix, the move is both strategic and symbolic. The company had roughly 10 million subscribers in Japan in mid-2024, making it one of the country’s largest streaming platforms. But it is still operating in a market where major sporting moments have traditionally remained free for viewers. Historically, Japanese networks broadcast international baseball tournaments at no additional cost to households.

By contrast, Netflix, with its growing list of sports broadcasting rights, intends to keep all World Baseball Classic coverage inside its subscription ecosystem, even offering a promotional first-month price of about $3.17 during the tournament to attract new viewers. 

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But what makes the World Baseball Classic such a powerful draw in Japan in the first place?

The stakes are significant because the WBC is not just another sports event in Japan, it is a national spectacle. During the 2023 tournament, several games drew more than 40% of Japanese households, with the most-watched broadcasts averaging between 34 million and 39 million viewers. The 2026 edition of the tournament will run March 5-17, bringing together 20 national teams including Japan, the United States, the Dominican Republic, South Korea, Mexico and Venezuela.

The event blends national pride with Major League star power, turning it into one of baseball’s most globally watched tournaments. Japan enters the competition as the defending champion, led by Los Angeles Dodgers superstars Shohei Ohtani and Yoshinobu Yamamoto. The United States counters with heavy hitters such as Aaron Judge and pitching phenom Paul Skenes.

The tournament’s format features four pools of five teams, with the top two advancing to single-elimination quarterfinals before the championship game on March 17 in Miami.

For Netflix, the bet is clear: if a country that reveres baseball as deeply as Japan can be persuaded to watch its biggest tournament through a streaming app rather than free television, the global sports-media playbook may be changing.

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What do you think about Netflix bringing the World Baseball Classic to streaming in Japan? Will fans embrace it, or will traditional TV remain king? Share your thoughts.