19.1 Billion Views: Major League Baseball Is Looking to Reach a New Kind of Fan

A surprising soundtrack connects fans

As the Division Series began on October 2nd, MLB posted a video of postseason teams’ highlights on Instagram and TikTok. The montage featured plays by the Milwaukee Brewers, Los Angeles Dodgers, Chicago White Sox and others, set to Olivia Rodrigo’s “My Way,” an album track rather than a single.

The pairing resonated with viewers who saw their interests reflected in the video. It reached more than 2.1 million views on Instagram and 615,000 on TikTok. MLB vice president of social media and innovation Cameron Gidari said the team hoped the community would feel seen.

A deliberate shift in tone

Gidari said MLB’s social accounts once focused more on game facts and highlights. The league has since chosen to speak to fans with other interests, as well as people who follow baseball more casually.

The approach reflects baseball’s challenges in attracting cultural attention and welcoming newcomers to a sport shaped by extensive statistics, a long season and frequent games. MLB’s social tone, Gidari said, is centered on fandom.

Trends shape social strategy

MLB’s posts have included Dua Lipa and Callum Turner at a Yankees game, an edit inspired by K-pop group Stray Kids, and a humorous highlight reel featuring White Sox first baseman Munetaka Murakami. Gidari said major changes to recommendation algorithms prompted the league to rethink its content. Following an account no longer guarantees that people will see its posts, as feeds increasingly surface material based on interests, topics and trends.

Creators expand the league’s reach

MLB has also worked with content creators. The league said 400 creators posted a combined 3,800 pieces of content this year, and creators attended every postseason game. The league reported 19.1 billion views across its English- and Spanish-language social accounts during the 2026 regular season, a record. MLB expected to have 100 creators at the World Series, though the article’s final sentence is cut off after saying that number depended on an unspecified factor.