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Korean Baseball Attendance Surges, Driven by Young Adults and Women
As the number of people attending baseball games increases, the possibility of achieving 10 million spectators for the first time in history is becoming more likely. Data shows that a significant proportion of ticket buyers are in their 20s, with women making up a substantial share.
According to reporter Lee Sung-hoon, as of last week, the average attendance per game for professional baseball was 14,625, a more than 29% increase compared to the same period last year. If the total season attendance, which was 8.1 million last year, increases at the same rate, it could surpass 10 million, making it the first time in history to achieve this milestone.
When breaking down ticket buyers by age group, the largest segment is those in their 20s. Ticket Link, which handles ticket sales for six teams including LG and Kia, reports that the share of 20-something spectators increased from 33% last year to 38.1% this year, making them the largest demographic group. Similarly, Interpark's data on Doosan and Kiwoom's ticket sales show that the proportion of 20-something fans has doubled from 21.8% in 2019, just before the COVID-19 pandemic, to 42% this year.
Lotte Giants, which sells tickets through its own app, revealed that the median age of their ticket buyers is 29, significantly younger than the median age of 45 for Major League Baseball (MLB) ticket buyers last year. The increase in female fans is also noteworthy, with women accounting for 54.4% of all ticket buyers, up 3.7 percentage points from last year and nearly 10 percentage points higher than men. In particular, 20-something women make up 23.4% of ticket buyers, far surpassing 20-something men and 30-something women, establishing themselves as a major presence in the stands.
Traditionally seen as a sport for older adults, the influx of young and female fans has transformed the baseball cheering culture. This shift is attributed to the vibrant and engaging cheering culture that resonates with young fans.
In contrast to the aging, male-dominated fan base of professional baseball in the United States and Japan, Korean professional baseball is experiencing a surge in popularity among young adults and women, leading to unprecedented success.
Fan Demographics in American and Japanese Professional Baseball
In the United States, Major League Baseball (MLB) has long been concerned with the aging demographics of its fan base. The median age of MLB TV viewers was 57 in 2020, and the average age of ticket buyers is also on the higher side, typically around 45 years old. MLB has been making efforts to attract younger audiences through various means, such as engaging social media content, youth baseball programs, and shorter, more dynamic formats like the Home Run Derby.
Japanese professional baseball, known as Nippon Professional Baseball (NPB), faces similar challenges. The fan base is predominantly male and older, with a significant portion of the audience being in their 40s and 50s. However, NPB has been actively trying to attract younger fans and more female spectators through family-friendly stadium experiences, themed events, and collaborations with popular culture such as anime and music.
Both MLB and NPB are keenly aware of the need to diversify their fan bases and are implementing strategies to engage younger and more diverse audiences. In contrast, Korean professional baseball’s success in attracting a younger and more female-centric audience sets a positive example and showcases the potential for growth when the sport resonates with wider demographics.
Korean Baseball Attendance Surges, Driven by Young Adults and Women
As the number of people attending baseball games increases, the possibility of achieving 10 million spectators for the first time in history is becoming more likely. Data shows that a significant proportion of ticket buyers are in their 20s, with women making up a substantial share.
According to reporter Lee Sung-hoon, as of last week, the average attendance per game for professional baseball was 14,625, a more than 29% increase compared to the same period last year. If the total season attendance, which was 8.1 million last year, increases at the same rate, it could surpass 10 million, making it the first time in history to achieve this milestone.
When breaking down ticket buyers by age group, the largest segment is those in their 20s. Ticket Link, which handles ticket sales for six teams including LG and Kia, reports that the share of 20-something spectators increased from 33% last year to 38.1% this year, making them the largest demographic group. Similarly, Interpark's data on Doosan and Kiwoom's ticket sales show that the proportion of 20-something fans has doubled from 21.8% in 2019, just before the COVID-19 pandemic, to 42% this year.
Lotte Giants, which sells tickets through its own app, revealed that the median age of their ticket buyers is 29, significantly younger than the median age of 45 for Major League Baseball (MLB) ticket buyers last year. The increase in female fans is also noteworthy, with women accounting for 54.4% of all ticket buyers, up 3.7 percentage points from last year and nearly 10 percentage points higher than men. In particular, 20-something women make up 23.4% of ticket buyers, far surpassing 20-something men and 30-something women, establishing themselves as a major presence in the stands.
Traditionally seen as a sport for older adults, the influx of young and female fans has transformed the baseball cheering culture. This shift is attributed to the vibrant and engaging cheering culture that resonates with young fans.
In contrast to the aging, male-dominated fan base of professional baseball in the United States and Japan, Korean professional baseball is experiencing a surge in popularity among young adults and women, leading to unprecedented success.
Fan Demographics in American and Japanese Professional Baseball
In the United States, Major League Baseball (MLB) has long been concerned with the aging demographics of its fan base. The median age of MLB TV viewers was 57 in 2020, and the average age of ticket buyers is also on the higher side, typically around 45 years old. MLB has been making efforts to attract younger audiences through various means, such as engaging social media content, youth baseball programs, and shorter, more dynamic formats like the Home Run Derby.
Japanese professional baseball, known as Nippon Professional Baseball (NPB), faces similar challenges. The fan base is predominantly male and older, with a significant portion of the audience being in their 40s and 50s. However, NPB has been actively trying to attract younger fans and more female spectators through family-friendly stadium experiences, themed events, and collaborations with popular culture such as anime and music.
Both MLB and NPB are keenly aware of the need to diversify their fan bases and are implementing strategies to engage younger and more diverse audiences. In contrast, Korean professional baseball’s success in attracting a younger and more female-centric audience sets a positive example and showcases the potential for growth when the sport resonates with wider demographics.