MLB has done a great job with outreach to younger audiences over the years. Not all of it has been on TV, so it may get missed by some.
Highlights on social media are pumped heavily to people. There's a lot more advertising in local markets when stars are showing up for clinics/exhibitions/etc. The people roped into watching 30-90 second clips of impressive plays seem to be getting turned on to the game.
The parks themselves, especially minor league parks, have a -lot- of interactive youth exhibits. Kids being bored as hell at the ballpark for 3 hours have a lot more things to do to break up the time.
Baseball seems to have successfully currently branded itself as fun rather than boring.
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