Despite a steep 48% decline in TV ratings over the past 12 years, the NBA secured a groundbreaking $77 billion media rights deal, highlighting shifting viewership habits.
Management credits the drop in TV audiences not solely on traditional factors, but rather, more on the rise of live-streaming services and changing fan engagement.
While traditional TV remains essential for marquee events, the NBA is investing heavily in streaming platforms, including Amazon Prime Video and its League Pass app.
Even with declining TV viewership, sports betting on NBA games continues to rise, reflecting a national trend and indicating fans are still engaged through other channels.
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