NBA Ratings Continue Dip As League Heads Toward New Media Rights Deal. What Gives?

The big $76 billion media deal was supposed to mark the dawn of a new era of growth for the NBA. But a little more than a month into the season, the results? Not exactly what ESPN, TNT, and the like were hoping for.

Ratings are down, and the NBA is struggling to match its past performance despite signing the biggest media rights deal in the sport’s history.

So what’s behind the dip? Well, it’s not easy to point to one thing, but several factors might have combined to drive down interest.

First, critics will tell you there’s just too much of it. The NBA’s 82-game regular season has turned into an all-you-can-watch buffet, with games blending together and losing their luster.

“There’s too much of it and it’s too available,” The Ringer’s Bill Simmons said. Contrast that with the NFL’s 17-game season, where every game feels like a special event.

Then again, teams have played 82 games since the league began. This is nothing new and certainly can’t be the lone reason not as many people as consuming the product.

So it goes beyond just volume. There’s the issue of continuity, or lack thereof. Teams are swapping jerseys, designs, and players more frequently than ever, leaving casual fans struggling to keep up. And, let’s face it, the star power just isn’t the same.

The NBA’s push to globalize the sport has brought in talent from all over the world, but as former Warriors beat writer Ethan Strauss of Substack pointed out, “Non-American stars…haven’t connected with American viewers as much as homegrown talent.”

Of course, there’s also the NBA’s increasing focus on social justice issues. While noble, the league’s progressive stance may have alienated a chunk of right-leaning viewers who aren’t thrilled with the political leanings of the league or its stars. The result? A divided fanbase, with some tuning out altogether.

Then there’s load management. The NBA has been battling this issue for years. Star players like Kawhi Leonard and Joel Embiid routinely rest for “load management,” making the regular season feel like a mere warm-up for the playoffs.

That sends a clear message to fans: the regular season doesn’t matter that much. And guess what? Fans are responding by tuning out.

Even with this sluggish start to the season, Wall Street analysts aren’t panicking — yet. But as the NBA navigates this rough patch, it’s clear the league and its media partners are going to have to get creative.

Whether it’s leaning into sports betting, integrating more commerce into the broadcasts, or just hoping fans come back for the playoffs, the NBA needs to find a way to fix this before its $76 billion bet turns into a bust.