Netflix Turns to Influencers to Promote World Baseball Classic in Japan as TV Broadcasts Disappear
Japanese pop culture news edited by Patrick Macias
The 2026 World Baseball Classic (WBC) in Japan is being streamed on Netflix instead of traditional TV, with no live terrestrial broadcasts on major networks.
Netflix has launched a “Netflix Official Creator” program, allowing influencers to legally use WBC footage on YouTube, X, and TikTok.
Popular YouTuber HIKAKIN’s WBC support video has already drawn about 1.3 million views, signaling a shift toward social media–driven sports promotion.
A World Baseball Classic With Uneven Visibility
The World Baseball Classic, baseball’s international championship tournament featuring national teams from around the globe, has begun its 2026 edition. In Japan, where baseball is one of the country’s most popular sports, the event has traditionally dominated television coverage and public conversation.
During the previous WBC tournament, Japanese broadcasters such as TV Asahi and TBS aired games daily, and highlights appeared constantly on news and variety programs. The tournament became a major national topic, fueled by wall-to-wall TV exposure.
This year, however, the situation is very different. No Japanese terrestrial television networks, including NHK, are broadcasting the games live. Instead, the tournament is being streamed primarily through Netflix, with occasional clips appearing in news reports. As a result, public awareness of the event appears uneven, with some people reportedly asking whether the WBC is even taking place.
Netflix’s New Strategy: “Official Creators”
To address concerns about visibility, Netflix has launched a new promotional approach centered on social media influencers. In February, the company began recruiting participants for a program called “Netflix Official Creators.”
Selected creators are granted permission to use official footage from the 2026 WBC and previous tournaments to produce their own content. The initiative is branded as the “World Baseball Classic Ultimate Cheer Squad.”
Approved creators can edit and distribute their own highlight videos, commentary, and analysis using the footage, publishing their content across YouTube, X (formerly Twitter), and TikTok.
Creators Can Monetize WBC Content
One of the most unusual aspects of the program is that monetization is allowed. Creators who already meet platform requirements can earn revenue from their videos.
On YouTube, this means advertising income, while on X and TikTok creators can receive impression-based payments. Netflix allows participating creators to keep 100 percent of those earnings, effectively turning WBC highlights into creator-driven content.
The approach marks a significant departure from Japan’s traditional sports broadcasting model, where television networks tightly control highlight footage and distribution.
Influencers Join the Tournament Conversation
The program has already attracted well-known online personalities, including HIKAKIN, one of Japan’s most famous YouTubers. His WBC support video has been viewed around 1.3 million times, suggesting that Netflix’s strategy may be gaining traction among younger audiences.
Former professional baseball players are also reportedly participating, providing commentary and analysis of key plays.
A Sign of Changing Media Habits
The experiment highlights a broader shift in how major sporting events are promoted and consumed in Japan. With younger audiences increasingly favoring short video platforms and influencer commentary over traditional television, Netflix’s strategy attempts to generate buzz organically across social media rather than relying on network broadcasts.
If successful, the WBC campaign could represent a new model for sports promotion, where official footage circulates through creator communities instead of being confined to television highlights.