In a candid discussion ahead of the Emirates NBA Cup final in Las Vegas this week – a game won by the Milwaukee Bucks – NBA Commissioner Adam Silver acknowledged challenges facing the league both on the court and in its television presence. Despite declining ratings and stylistic shifts in gameplay, Silver expressed optimism about where the league is headed and its ability to adapt to changing viewer habits.
Silver didn’t shy away from addressing one of the league’s most pressing concerns: a dip in television viewership.
“Ratings are down a bit,” he said, acknowledging a double-digit percentage decline that has cast a shadow over the early season.
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This trend has extended to the NBA Cup, which lacked the presence of marquee franchises in large media markets like the Lakers or Knicks in its final stages.
However, Silver tried to put these numbers into a broader context, noting that the shift away from linear television isn’t unique to the NBA.
“We’re almost at the inflection point where people are watching more programming on streaming than they are on traditional television,” he explained.
To stay ahead of this trend, the league’s upcoming broadcast deals, set to launch next year, will ensure that every game is available on streaming platforms.
“It’s going to allow us from a production standpoint to do all kinds of things that you can’t do through traditional television,” Silver added.
While traditional television ratings have declined, Silver highlighted the NBA’s unparalleled global social media footprint, boasting more than two billion followers.
“We’re at a point where our social media audience is at the highest of any league and continuing to grow exponentially,” he said.
For Silver, the dip in TV numbers doesn’t reflect waning interest in the game, but rather a shift in how fans consume content. Leagues like the NHL and NCAA basketball are also reporting significant viewership declines this season so Silver remains confident that the NBA is well-positioned to navigate these changes through innovative strategies and expanding global reach.
The commissioner also addressed concerns about the league’s style of play, which has become increasingly dominated by three-point shooting. Teams like the Boston Celtics are averaging over 51 three-point attempts per game, and a recent matchup between the Warriors and Mavericks set a league record with 48 made threes.
Many critics are lamenting the decline of midrange and low-post play, but Silver defended the game’s evolution.
“I think the game is in a great place,” he said. “We’re having many discussions about the style of basketball [but] we have some of the most skilled athletes in the world competing.”
However, Silver cautioned against expecting a quick fix for basketball.
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“If I thought there was a golden-at-bat sort of quick fix, I’d put it on the table,” he said, referencing MLB’s trial-and-error approach.
Silver remains optimistic about the NBA’s future. By embracing streaming, continuing to engage fans globally, and fostering discussions.
“It’s about looking holistically at the skill level on the floor, the diversity of offense, the fan reception to the game – all of the above,” Silver said. “I love watching the games, and I think our future is as bright as ever.”
Make no mistake, the league isn’t in trouble. They already have their multi-billion-dollar TV deals. Those revenues for the NBA are “in the bank” guaranteed whether less people are watching games or not, but it behooves Silver, the NBA rules committee and others to act sooner rather than later to fix the leaky facet of declining viewership.
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