NESN announced a bold uptick in Boston Red Sox viewership, marking the highest levels since 2021 as the team charges toward the playoffs. The surge includes Friday’s 1-0 win over the New York Yankees, which stood as the highest-rated game in more than three years.
On linear television, household ratings are up 46% for the season. NESN 360, the network’s streaming platform, has seen extraordinary growth, with unique viewers up 177% on the season and subscriptions up 111% versus August 2024.
The momentum intensified in August, with six of the 10 most-watched games in NESN 360 history. Through August 24, average household ratings were up 6% from July and 46% year over year, while NESN 360 viewership rose 11% month over month and 24% year over year.
Red Sox-Yankees matchups over the weekend also led all Boston market programs in ratings on NESN. Friday’s 1-0 victory was the highest-rated game on NESN since the 2022 home-opening weekend, and it was the second-highest streamed game all-time on NESN 360, trailing only Roman Anthony’s MLB debut earlier this season.
“These results reflect the palpable energy and excitement fans are bringing to this playoff race,” said David Wisnia, President & CEO of NESN and Sportsnet Pittsburgh. “Whether on NESN or NESN 360, we are distributing more creative and dynamic content than ever before – and audiences are connecting with all of this in record numbers. We’re proud to deliver that experience across every platform.”
Helping drive the household rating gains are adults aged 25-54. August viewership in that demographic rose 23% compared with July, the prior high, and year-over-year ratings jumped 123%.
NESN also outlined its programming slate for the week, promising a lineup of unique content designed to engage fans across both traditional and streaming platforms.
Analysis and outlook:
– The strong, cross-platform growth underscores a broader trend toward hybrid viewing, with NESN successfully expanding its reach through NESN 360 while maintaining solid linear performance.
– The Red Sox–Yankees rivalry continues to be a powerful driver of engagement in the Boston market, highlighting the value of regional sports networks during critical late-season pushes.
– The notable increase in the 25-54 demographic suggests advertisers may find more compelling opportunities in both linear and streaming windows, potentially fueling further investment in this hybrid strategy.
– If the momentum persists, NESN’s integrated approach could help the network sustain higher engagement levels through the postseason and into the next season, reinforcing fan connection and loyalty.
Summary:
The Red Sox playoff push is translating into meaningful audience gains for NESN, with double-digit growth across streaming and notable increases in key demographics. The combination of compelling on-field results, rivalries, and expanded streaming offerings is delivering a brighter, more engaging experience for Boston-area fans.
Positive takeaway:
The surge in viewership signals strong demand for flexible, platform-spanning sports content, which could encourage further investment in fan-focused programming and digital innovation in regional sports networks.