Lagging NBA ratings could benefit from winning women’s basketball strategies

The GIST: It’s no secret that the NBA has been losing viewership in recent years, something the league has often sought to address with creative and successful solutions inspired by women’s basketball. These learnings could lead to increased collaboration between men’s and women’s hoops, including a shift in how the men’s game interacts with the women’s. Dunked on ‘em.

The NBA numbers: Currently, NBA season ratings are down 5% YoY and its All-Star Weekend (ASW) did little to bump these numbers. The NBA All-Star Game (ASG) — which competed with the NHL and SNL’s 50th anniversary special — averaged 4.7M viewers on TNT platforms, a 13% decrease YoY to become the second least-watched ASG after 2023’s edition (4.6M).

The Unrivaled numbers: Last Friday, Unrivaled enjoyed its best day of viewership since its January debut, drawing 377K viewers for the semis and finals of its inaugural 1v1 tournament. This exceeded the previous 312K viewership record from opening day, signaling that the 1v1 tournament succeeded at driving fandom and interest in the new league. Score.

The ideas: Following ASW, NBA athletes suggested several solutions to boosting viewership, including a 1v1 tournament after seeing the Unrivaled hype. Additionally, players suggested a Team USA vs. Team World ASG format — similar to previous WNBA ASGs. And it wouldn’t be the first time the NBA borrowed from the women’s hoops playbook.

• After the WNBA launched its in-season Commissioner’s Cup tournament in 2021, the men’s league launched the NBA Cup in 2023, which boosted viewership before seeing a 10% YoY decline in 2024. The W, however, has seen slow and steady gains, with last year’s 30 Commissioner’s Cup games averaging 42% more fans than 2023.

The opportunity: We’ve already seen what an ASW crossover event can do to drive interest, with the popular Steph vs. Sabrina 3-point contest last year drawing 5.4M viewers. The NBA hoped to replicate that success this year with Caitlin Clark, but she declined in favor of debuting her shooting skills in the W’s own ASW this July.

• However, that doesn’t mean an NBA player can’t join her on the court in Indy, which would shift the dynamic between the two leagues. The W has historically played a supporting role at NBA events in hopes of driving attention to the women’s league, but an NBA player coming to Clark’s turf would be a turning point in the women’s game. The ball’s in her court.