Case Study: Major League Baseball boosts MLB.TV subscriptions with Code and Theory

Major League Baseball boosts subscriptions 15% with Code and Theory

Major League Baseball faced a challenge with outdated and inconsistent subscription paywalls across its MLB.TV digital ecosystem. The rigid system lacked the flexibility to promote new in-market streaming rights and effectively convert fans. They partnered with Code and Theory to optimize this critical user journey.

Code and Theory implemented a personalized paywall experience that leveraged user attributes like favorite teams and subscription history. They also created a flexible design system that gave MLB's marketing team control to customize plans and run A/B tests. This solution led to a 15% increase in subscriptions across all platforms.

Major League Baseball