NEW YORK, December 26, 2023 — ESPN is experiencing one of its most-watched starts to an NBA regular season since it began carrying games in 2002, signaling a potential surge in viewership for the league’s new broadcast era. The network has averaged 2.6 million viewers across its first 21 games through Christmas, a remarkable 35% increase compared to last season.
NBA Viewership Soars with New Broadcast Deals
Early season numbers show a significant jump in engagement across ESPN, ABC, and streaming platforms.
- ESPN’s first 21 NBA games averaged 2.6 million viewers, the second-highest total in a full season since 2002.
- Christmas Day games on ABC and ESPN drew over 47 million viewers in the U.S., a 45% increase year-over-year.
- Viewership among women is up 47% and among Hispanic audiences is up 37% this season.
- “Inside the NBA” is averaging 1.2 million viewers, a 135% jump from last year on TNT.
The impressive numbers come as the NBA embarks on the first year of its expansive 11-year media rights deal with ESPN, NBC, and Prime Video. The league announced last week that more than 47 million people in the U.S. tuned into the five-game Christmas slate on ABC and ESPN, a substantial 45% increase over the previous year. The average viewership for those games reached 5.5 million, a 4% increase.
What factors are driving the increased interest in the NBA? The league is seeing significant growth in diverse demographics, with viewership up 47% among women and 37% among Hispanic audiences this season. This broadening appeal suggests a successful effort to connect with a wider range of fans.
The Christmas Day games were a particular standout, drawing a massive audience and demonstrating the continued power of marquee matchups to attract viewers.
The boost isn’t limited to game broadcasts. ESPN’s studio shows are also benefiting from the heightened interest. “Inside the NBA” is averaging 1.2 million viewers in its inaugural season on ESPN, a staggering 135% increase compared to its regular-season average on TNT last year. The Christmas Day edition of the show reached 5.1 million viewers, marking its most-watched regular season audience to date. “NBA Today,” ESPN’s weekday studio show, is also performing well, averaging 361,000 viewers, a 26% increase from this time last year.
The 2010-11 season remains the only full season to outperform the current trajectory, setting a high bar for the rest of the year. As the season progresses, it will be interesting to see if this early momentum can be sustained.
The Associated Press contributed to this report.
