Facebook has signed a deal with Major League Baseball to begin broadcasting games live, the first one airs Friday.

FOX's Jessica Rosenthal reports:

Facebook plans to live stream an MLB game each Friday, 20 games in all. Greg Sterling is a contributing editor to Marketing Land and he says it's not surprising. TV's become more fragmented, and people are spending more time on social media:

(Sterling) "As marketers and brands try and reach audiences wherever they may be they have had to of necessity shift their spending into mobile, into social and those are sort of overlapping categories."

Last year Twitter aired NFL games and this year Amazon will. Facebook also has a deal with Univision and Major League Soccer to air games.

Jessica Rosenthal, FOX News.

Follow Jessica Rosenthal on Twitter: @JessicaFOXNews