At Bat, Major League Baseball’s out-of-market, multiscreen OTT app/service, surpassed 2 billion minutes consumed for the month of August, the first time the app had crossed that milestone, MLBAM said, citing data from Adobe Analytics and comScore.

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The 2.03 billion minutes consumed for the month (through August 30), beat earlier usage peaks for At Bat – 1.88 billion minutes in July 2017, and 1.82 billion in May 2016.

MLBAM said data shows that At Bat is approaching 10 billion minutes consumed for 2017, putting it on pace to surpass last year’s record 10.4 billion by early September.

August was the 17th straight in-season month in which users consumed 1 billion minutes via the At Bat app, going back to April 2015, MLBAM noted.

As players head into Spring Training, MLB Advanced Media said it has added an array of enhancements to its subscription-fueled, multi-platform At Bat app.

New features in the 2016 version include portrait and landscape orientations (only for the iPad), multi-tasking split view and picture-in-picture streaming for live video and highlights (select iPad models). Also included are app redesigns of the app’s Gameday, News Reader and Sortable Stats functions (for the iPhone and iPad).

On the Android side, the app bakes in a new UI for league and team news readers.

MLBAM also added features for Sprint Training, including access to more than 275 live streams (to subs with an MLB.TV premium subscription), video closed captioning, live Spring Training radio broadcasts, and a batter-by-batter tracker for all Spring Training games.

Heading into the new season MLBAM will look to build on results from 2015, including 13.1 million downloads (a 21% year-on-year increase) and  1.7 billion app starts (up 40%), and 8.4 billion minutes of “engagement” with the app.  Last year, At Bat for the Apple Watch generated 26 million “glances” for elements such as live game scores, standings and other stats.