White Sox TV viewership jumps 168% during surprise playoff season

Why it matters: After a rocky launch for the team's new television network and years of dismal baseball, the Sox's surprise playoff push brought fans back to their screens.

The latest: According to Chicago Sports Network (CHSN), White Sox viewership reached its highest level since 2022, before the team launched its network.

By the numbers: Across all platforms, White Sox games averaged 84,800 viewers, up 168% from last year, according to CHSN.

• The year-over-year increase was the largest among MLB teams, according to the network.
• As the Sox neared the playoffs, viewership surged. August and September games averaged 112,000 viewers, 78% higher than March through May.
• Streaming audiences grew fivefold compared with last year.
• The season's most-watched game was the Aug. 17 Crosstown Series matchup against the Cubs, which drew 245,900 viewers.

Context: The Sox began their first full season on CHSN in 2025, but the fledgling network struggled to attract viewers with a team that was difficult to watch.

• Fast-forward to 2026, and the network had a much more compelling product: a winning baseball team.

The intrigue: The White Sox also face a decision about their television broadcast booth. Play-by-play announcer John Schriffen's contract is up after three seasons, including a high-profile spat with sports radio station 670 The Score and questions about skipping crucial games last season.

• It's unclear whether he'll return.

The bottom line: Losing is a disease, but winning apparently cures television ratings, too.