Engagement is up with MLB, this is seen in viewership and while I don't have access to the data, I'd guess engagement is up in non-traditional media too, because MLB is more of a conversation today than it's been in the recent past...
The increased engagement is directly correlated to the rule changes and star power; the A-list stars in the MLB being bigger stars than the A-list stars in NBA right now. I'm not talking about the old heads like Bron and Steph, I'm talking athletes in both leagues that are right in the prime if their careers...
Vlad Jr, Mookie, Shohei, Judge, Machado, Skenes, Sale, Lindor, Duran, Soto, etc, the way you measure this star power to me, isn't an "Instagram-off", it's who is currently drawing more eyes and excitement to their sport right now...
The top guys in MLB are just a better watch, more exciting to watch right now than whatever list of A-list NBA guys we can list...
The '24 MLB playoffs was way more exciting than the '24 NBA playoffs, and really going back a few years the MLB playoffs are trending up, while NBA is trending down...
NBA will probably always have the global appeal, but it's been shown that it's losing steam domestically. MLB is within a half-decade of overtaking it here, on US soil, if current trends continue; that's my prediction. "If" current trends continue...