1. The 2023 Boom and Rising Broadcasting Fees
The 2023 World Baseball Classic (WBC) saw Japan’s national team, “Samurai Japan,” win in dramatic fashion, creating a nationwide frenzy. The final match against the United States achieved a stunning 42.4% TV rating in the Kanto region, broadcast by TV Asahi, while also being streamed on Amazon Prime Video. This dual model of terrestrial TV and online streaming captured unprecedented audiences.
However, behind the scenes, broadcasting rights fees had soared. Reports indicated that costs for the 2023 tournament had nearly tripled compared to 2017, reaching an estimated ¥3 billion (around $30 million). For Japanese TV stations, this growing financial burden raised doubts about the sustainability of future broadcasts.
2. Netflix’s Entry and the Final Decision
In summer 2025, sports business journalist John Ourand reported that Netflix was negotiating with advertising giant Dentsu to secure Japanese broadcasting rights for the 2026 WBC. This revealed an emerging competition between Netflix and terrestrial broadcasters.
On August 26, 2025, Netflix officially announced it had acquired exclusive rights to stream all 47 games in Japan for the 2026 tournament. Matches will be available live and on-demand, with original Netflix content planned to further energize the event.
This marks the first-ever live sports event streamed by Netflix in Japan, and the first time a WBC will be available exclusively on a streaming service in the country.
3. Yomiuri Shimbun’s Statement: “Directly Granted Without Our Involvement”
Following Netflix’s announcement, Yomiuri Shimbun issued a noteworthy statement on the morning of August 26. Traditionally, Yomiuri has played a central role in negotiating and managing WBC broadcasting rights in Japan.
However, this time, the company revealed:
“For this tournament, WBCI (World Baseball Classic Inc.) directly granted broadcasting and distribution rights to Netflix in Japan without going through our company.”
By stressing the phrase “without going through our company,” Yomiuri signaled its exclusion from the process. This unusual move not only highlights the shifting power dynamics in sports media but also suggests frustration that established domestic stakeholders were bypassed.
4. A Turning Point in Japanese Sports Broadcasting
This development represents a seismic shift in Japanese sports culture. Historically, national sporting events were always available on terrestrial TV for free public viewing. Now, with WBC 2026, access will be restricted to Netflix subscribers, fundamentally altering viewing accessibility.
For Netflix, the deal marks a bold step into live sports. The company is reportedly also pursuing rights to Major League Baseball’s Home Run Derby and other global sports events, signaling its ambition to become a major player in sports streaming.
5. Implications and Future Outlook
- Viewer Divide: A clear gap will emerge between subscribers and non-subscribers.
- Decline of Terrestrial TV: Shared national sports experiences via free-to-air TV may shrink.
- Acceleration of Streaming: Netflix joins Amazon, DAZN, and Disney+ in intensifying competition for sports rights.
- Media Reorganization: As highlighted by Yomiuri’s statement, traditional rights management structures face disruption.
Conclusion
The direct granting of WBC 2026 rights to Netflix in Japan is more than a broadcasting change — it’s a watershed moment in sports media. Yomiuri Shimbun’s unusual statement underscores how existing frameworks are being dismantled. Going forward, similar shifts may extend to other global tournaments and professional leagues, reshaping how Japanese audiences engage with sports.
