Do you like baseball? For some, baseball might seem like nothing more than a complex ball game, but for others, it serves as a companion in life. Do you think people around you have begun to watch baseball games nowadays? If so, your intuition is spot on. Now, the KBO (Korean Baseball Organization) League, that opened in 1982, is reaching its highest rate ever. According to the Korean Baseball Organization (KBO), the cumulative attendance reached 9.29 million fans as of September 3, 2024, surpassing the previous record of 8.4 million set in 2017. Then, on September 15, 2024, the KBO League finally reached the milestone of 10 million spectators for the first time in its 43-year history.

Can you grasp the significance of 10 million? As of 2024, South Korea’s population is estimated to be around 51.63 million, highlighting how historic it is for the KBO League to attract 10 million fans in a single season. However, behind these impressive numbers lies the untold efforts for the league's success. Despite various challenges, the KBO League reached this record-breaking attendance. What were those challenges, and how was it able to thrive against all odds?

Everyone (or every expert) expected the league's failure from the start. The primary reason for this concern was the transition to paid streaming on TVING.  TVING, as one of the OTT (Over The Top) services, such as Netflix, Disney+, and Coupang Play,  secured exclusive online broadcasting rights with the KBO League. As a result, fans wanting to watch KBO League games on smartphones, tablets, or PCs are now required to pay a minimum monthly fee of 5,500 KRW starting this year. This decision inevitably generated resistance among those who had enjoyed free broadcasts for decades.

Additionally, the baseball industry has long faced persistent issues that have hindered its popularity. Along with poor performance, major scandals including illegal offshore gambling, assault, school violence, and drug cases have consistently emerged, causing many fans to turn away from the sport over the years. Even in the 2024 season, ethical concerns arose involving players shortly after the opening, jeopardizing the sport’s appeal. Furthermore, sports have traditionally been seen as a male-dominated arena, the demographic of professional baseball was predominantly middle-aged males, leading to a disregard for female fans. As the rise in female fans has become crucial to baseball’s popularity, this outdated view has the potential to incite gender conflict and potentially drive fans away.

Despite these expectations, the KBO League is now enjoying an unprecedented golden era. What is the reason behind this phenomenon?

The reason for this success can be categorized into on-field and off-field factors for the game. First, let’s examine four off-field factors.

First, the implementation of a two-month free broadcast offer on TVING. While the free broadcasts may not be the direct reason for the overall popularity, they played a significant role in encouraging fans to become paid subscribers. Due to TVING's exclusive broadcasting rights, baseball fans had no choice but to pay for streaming. Yet TVING worked to alleviate resistance by offering free broadcasts until April for anyone who signed up. As a result, the number of new TVING users grew substantially, and despite the cost, many fans subscribed to watch baseball games. Without the two-month free period, the initial resistance to paid subscriptions would likely have hindered the popularity, aligning more closely with early predictions.

Secondly, there has been a rise in younger and female fans. The driving force behind the explosive popularity of professional baseball in 2024 is undoubtedly the youth in their 20s and female fans. Up until 2019, professional baseball in Korea, like in Japan and the United States, was largely a sport loved by middle-aged generations. However, data from ticketing sites Ticketlink and Interpark shows, the share of spectators in their 20s has nearly doubled in just five years, from 2019 to the present.

Additionally, an online survey conducted by the KBO through an external agency from July 2 to 9, with 2,006 respondents revealed a significant increase in female spectators this year. While 62.8% of existing attendees are male, among new attendees, 51.4% are male, and 48.6% are female. Although the male ratio remains higher among current spectators, the number of women visiting the stadium for the first time has grown considerably this year. According to data from Ticketlink, one of the major ticketing platforms for professional baseball, the proportion of female ticket purchasers surpassed that of males last year, and the gap has widened even more in 2024.

Each team is actively responding to trends by uploading unique YouTube videos that showcase their distinct characteristics. They are also collaborating with popular characters appealing to young people and women to create collaborative merchandise, implementing targeted marketing strategies aimed at these demographics.

Thirdly, the allowance of YouTube Shorts, or rights for content repurposing, has been a significant factor. With the growing trend of short-form content such as Instagram Reels and YouTube Shorts, the KBO League adapted to this trend by granting fans the right to re-edit and share game footage. As a result, this has allowed entertaining moments and controversies from games to spread quickly in short video clips, capturing public interest.

Lastly, baseball games offer a reasonably priced outing compared to other activities, along with the added benefit of thriving nearby food and entertainment options. Due to rising prices, the costs of typical leisure activities like movie theaters and karaoke have become significantly more expensive, and increased food costs mean that a night out with food can get expensive. Baseball stadiums, however, provide a convenient outing where attendees can enjoy both the game and a meal, with ticket prices often more affordable than other entertainment options. Additionally, the popularity of baseball has greatly enhanced the food scene around stadiums, offering a wide variety of choices. Not only with light meals but also fresh sashimi, beverages, and ice cream, fans can easily find something to enjoy. Reflecting the increase in single-person households, there are even individual-sized menu options for dishes typically shared, making it easy to enjoy a meal alone.

There are also four on-field factors for this success.

First, the introduction of the ABS (Automatic Ball-strike System) has been a significant development. It has eliminated disputes over ball calls, allowing for a fairer game. While biased calls have not been completely eradicated, the use of machine judgment offers everyone the possibility of enjoying a more pleasant game. Additionally, in order to facilitate faster gameplay, a pitch clock is being trialed, which limits the preparation time for pitchers and batters. This rule is expected to be officially implemented starting in the 2025 season.

Second, there has been fierce competition for rankings, unlike in previous years. The race for a spot in the playoffs has become incredibly intense this year. In the KBO League, the top five teams advance to the playoffs. Starting from late August, when the regular season concludes, the remaining games that were postponed due to rainouts were scheduled in September. During this period, the competition for the fifth-place spot, the threshold for making it to autumn baseball, has become fiercely contested among teams ranked fourth to ninth, with only a game or two separating them. The ever-changing rankings have heightened the interest of baseball fans, leading the KBO League to reach a total attendance of 10 million in September. Furthermore, KT Wiz and SSG Landers finished the regular season tied for 5th place, resulting in a playoff to determine the 5th spot. Ultimately,  KT Wiz secured 5th place, while SSG Landers took 6th, concluding the regular season on October 1. Following that, KT Wiz made history by defeating the regular season 4th place Doosan Bears in the wild-card playoff, marking the first wildcard upset in KBO League history.

Third, the unique cheering culture of baseball stadiums plays a significant role. In particular, the cheering culture at baseball stadiums is accessible and enjoyable, making it appealing to a diverse range of ages, even for those who may not fully understand the rules of baseball. Each team produces its own anthems and choreography to encourage audience participation, enhancing their enjoyment of the game. According to a survey commissioned by the KBO, of the 40.5% of respondents who reported visiting the stadium more frequently than last year, 60% attended regardless of their team’s performance. Remarkably, 49.3% cited the cheering culture as their primary reason for attending.

Last, Ryu Hyun-Jin returned to the KBO League. Even those who aren’t interested in baseball have likely heard of the "Korean Monster," Ryu Hyun-Jin. His return to the KBO League has drawn significant attention. In the 2024 season, he pitched as a starting pitcher for the Hanwha Eagles, recording an ERA (Earned Run Average-the number of earned runs a pitcher allows per nine innings) of 3.87 with a record of 10 wins and 8 losses. Although the Hanwha Eagles unfortunately finished in 8th place and missed the post-season, Ryu’s outstanding pitching and the Eagles’ strong performance in the latter half of the season made the league even more exciting.

Despite the switch to paid broadcasting, the KBO League successfully opened the era of 10 million baseball fans this year. This achievement stems from effective marketing, the expansion of the YouTube Shorts market, and improvements to the stadium environment. Internally, fierce competition, the implementation of the ABS for fair judgment, and the unique cheering culture of baseball contributed as well. Kia Tigers manager Lee Bum-ho, who led his team to the championship title in both the regular season and the Korean Series in 2024, stated, "We will bring the same passion and effort to the 2025 season." Given the immense expectations and interest it garnered, it will be essential for the league to analyze the reasons behind today’s success and adopt new methods of attracting customers that align with contemporary trends in order to maintain this momentum. The next chapter in the KBO League’s history is eagerly anticipated by all.