I think it's cord cutting combined with Bally not playing nice with online streaming services.
I don't know anyone with cable anymore. I know several who have live tv streaming subscriptions, though. I got YouTube TV a few years ago expecting to finally get to watch the Tigers again. Then I realized Bally wasn't on there. What a waste.
But if you look at video game sales data, the MLB The Show series is more popular than ever. In 2022 it was on the top ten selling Playstation games despite it also being available on the Nintendo Switch and for free with a Game Pass subscription on the XBox.
They desperately need to figure out video broadcasting availability to J6Ps. I'm a huge fan turning into a lapsed one through a combination of a miserable team and an impossibly complicated, expensive, and/or restricted access to viewing live games.