The Chicago Cubs, aiming to bolster accessibility for their cord-cutting fanbase, have stepped up to the plate with their own solution—a direct-to-consumer (DTC) streaming product via Marquee Sports Network. The initiative, launched last summer, has seemingly paid off with subscription numbers outperforming expectations by a solid 20%, as per Cubs' president of business operations Crane Kenney in a conversation with the Chicago Tribune. Kenney noted the ease with which fans can manage their DTC subscriptions compared to traditional cable, attributing this user-friendly aspect to the consistent month-to-month growth in subscriptions.
The move to launch a DTC streaming option couldn't be timelier, as many fans have chosen to cut the cord and say goodbye to cable television. The network's success highlights a broader trend within MLB, as teams begin pondering how to adapt to changes in media consumption patterns. Marquee's expansion into DTC offerings also promises to include March spring training game coverage as a no-charge perk for those who sign up for the regular-season service. While laying down roots in the streaming sphere, there's a clear next play for the Cubs—to consider widening the streaming availability of their network from in-market to national. Despite broadcasting on FuboTV and DirecTV, fans outside these platforms remain at bay, throttled by MLB's blackout policies that restrict in-market game access through MLBTV, as reported by Da Windy City.
However, the Cubs' business savvy doesn't stop with streaming. With spring training just around the corner and tickets about to go on sale, the organization added 2,000 new full-season ticket holder accounts during the off-season. Still, another potential win for revenue lingers just out of reach. A pending sportsbook license for DraftKings Sportsbook at Wrigley Field could mean big bucks if the Illinois Gaming Board gives the green light ahead of the NCAA basketball tournaments in March—a development anticipated by Kenney who stated, "The state moves a lot more slowly than we hoped, but there are signs that they're moving and we'll get the license soon."
Despite the Cub's local resonance, their once nationwide reach hangs in the balance of MLB's blackout rules. Historically, the Cubs built a widespread following thanks to national broadcasting via WGN. Fans in hotspots like Iowa, where their own Triple-A team plays, though, currently find themselves unable to watch games due to MLBTV's blackout restrictions. A breakout into national availability for Marquee Network could not only revive that expansive fanbase but also potentially increase revenue and foster around-the-clock Cubs connectivity for fans all over the country, as highlighted by Da Windy City.
Amidst these strategic plays for growth, the Cubs stay committed to the community, leveraging opportunities to give back. Coinciding with the MLB's annual Stand Up To Cancer Day on July 21, the Cubs are looking to sharpen their philanthropic efforts in memory of radio personality Lin Brehmer, who died of cancer in January 2023. Plans are underway for a 24-hour telethon hosted by 670 The Score’s Danny Parkins, all to support cancer research—a mission Kenney expressed as a probable staple for the club's future community engagement.
