S.F.-based audio streaming outfit TuneIn today is debuting a new subscription-based service called TuneIn Premium that will based in part by live coverage of MLB games and EPL and Bundesliga matches. TuneIn recently struck a mulityear partnership with MLBAM to gain access to the MLB games, building upon a prior agreement in ’13 with MLBAM’s MiLB counterpart, the Baseball Internet Rights Co. (BIRCO), to offer free live audio of minor league games. The live MLB games will be supplemented with league and team commentary channels and audio simulcasts of MLB Network and RSN content, and form part of the foundation of TuneIn Premium, which will cost $7.99 per month. “We’re trying to build out a sports strategy and build a pyramid of sports content,” said TuneIn CEO John Donham. “There are a whole bunch of other players fighting over the right to stream you your favorite Rihanna song. But we think there’s a big opportunity in not only music, but sports, news, talk, audiobooks and other verticals.” The live MLB audio already has been part of the premium level of MLBAM’s At Bat mobile application for years. But TuneIn will access a non-core demographic, and in theory, expand baseball’s reach to younger consumers. “They’ve done a great job appealing to their core fans, and we have a sweet spot with a more casual fan in their early 20s to their early 40s,” Donham said. The soccer coverage will include more than 160 Bundesliga matches, and live EPL coverage in four different languages. TuneIn now has more than 60 million users worldwide.
