The goose that lays golden eggs can never be taken away, and TVing continues to broadcast online, reaching a preferential negotiation with CJ E&M, the right to broadcast KBO wired and wireless

Nov 18, 2025

티빙 멀티중계. Photo courtesy = TVing

The Korea Baseball Organization (KBO) announced on the 18th that it has reached a preferential negotiation on the next contract with CJ ENM, the existing broadcasting authority, regarding the KBO League wired and wireless broadcasting rights contract that expires in 2026.

KBO explained that after preferential negotiations with CJ ENM, the current wired and wireless broadcasting authority, the two companies reached an agreement on the contract period and amount and decided to proceed with the next wired and wireless broadcasting right contract.

Since last year, TVing has entered the online video service (OTT) market in professional baseball.

It has secured the exclusive right to broadcast the KBO League's wired and wireless broadcasting rights through aggressive bids that have poured an annual average of 45 billion won and a total of 135 billion won over the past three years, and began live broadcasting of 'KBO League' in March. The paid broadcasting through the TVing pass has sparked opposition from baseball fans who have been familiar with 'free viewing', but it has become a new standard after two seasons.

Teaving's winning move to bet on the continued rise in the popularity of professional baseball in the `Golden Egg-laying Goose' worked well.

The KBO League, which surpassed 10 million spectators for the first time last year after participating in TVing, enjoyed its peak popularity this season, surpassing 12 million spectators. The demand for online broadcasting has also exploded.

Teaving, which had been experiencing increasing annual losses by giving up its No. 1 spot in native OTT, set up a turning point after securing content for professional baseball broadcasts. The number of subscribers exploded and broke the record for the largest number of monthly users ever. It also quickly narrowed its gap with leading companies.

As he began to recognize that the ripple effect of professional baseball broadcasting was enormous, Tving set up a contract extension policy that actively utilized the superior position of priority negotiations early on and went all out. Competitors also moved quickly, but TVing's aggressive marketing moved KBO once again. The new broadcasting rights contract is expected to far exceed the existing contract.

This article was translated by Naver AI translator.