It is not a secret that the NBA is struggling to garner viewers comparable to their best days. The product has struggled, and Commissioner Adam Silver admitted they are looking into improving the entertainment. But at the moment, they are still relying on LeBron James, Steph Curry and Kevin Durant.
The trio are on the last legs of their careers but still account for the majority of the NBA’s traffic. Be it television, social media or any other means, these three still rule. Networks keep talking about them, fans engage on social media when they see posts featuring either of them etc.
That though, paints a grim picture for the NBA’s future. On one hand, these three still rule the airwaves, and on the other hand, the league is not doing enough to promote its younger stars. This could have ramifications for the league in the not-too-distant future.
Fans want to embrace and cheer their next big superstar or team. However, they are unable to do so as there is no clear new favorite. The league has to take the onus on itself to remedy the issue now, else it might be too late.
NBA has to lead by example
Teams led by LeBron James, Steph Curry and Kevin Durant are struggling. Either they are too dependent on their aging stars or lack the supporting cast to win games. But with age comes consistency issues, and all three have struggled with that.
The NBA has yet to upload highlights from the league’s best Cavaliers-Thunder game (Image via NBA.com)On the other hand, young teams such as the Cleveland Cavaliers, Oklahoma City Thunder, Houston Rocket, Memphis Grizzlies and the champion Boston Celtics are leading the charts. However, the league themselves are not doing enough to promote them.
For instance, at the time of writing, more than twelve hours have passed after today’s top-of-the-league clash between the Cavaliers and Thunder. However, the NBA’s own YouTube channel has not uploaded the highlights from that game.
They do have a recap on their League Pass, but nothing for the free audience. With these moves to try and earn a few extra dollars, they are shooting themselves in the foot. If they had to monetize a game’s highlights, it could be from a Lakers or Warriors game that anyways draws viewers.
Not showcasing the highlights from the two most exciting squads in the league is detrimental to their growth. Fans who couldn’t catch the full game are yet to see what unfolded. They might resort to illegal mediums to watch highlights. But that goes against what the league is trying to do.
The league will also have to speak with their media partners. Admittedly, now those companies will focus on the NFL and college football playoffs. Therefore, majority of the conversations involving the league are few and surround LeBron James and his exploits in his 22nd season.
Media did not criticize Michael Jordan and Kobe Bryant towards the end of their careers (Image via X)The recent trade saga surrounding Jimmy Butler has forced them to talk about it. That only proves the point that without any breaking news, there is no discussion about the league. No one is talking about Victor Wembanyama’s unreal performances in December, or Shai Gilgeous-Alexander’s MVP-esque play.
Add to that, none are talking about how the Cleveland Cavaliers have surprised everyone with their league-leading plays etc. The narratives among media folk, even with those at the NBA exclusive Inside the NBA focus on either the Lakers, Warriors, or Suns. The rest get a passing mention, unless something dramatic happens.
If the league wants to be talked about, they need these media members to discuss the game and its players. The focus has to move on from the Big 3. The league could also ask media houses to curb the negativity surrounding its aging stars.
It has also become a recurring theme when media members are quick to blame these veterans for any mistakes. But during the times of Michael Jordan, Kobe Bryant or Shaquille O’Neal, it was not like this. They were given grace owing to their age.
The league’s 3-point-focused game might have contributed to the sheer lack of interest shown by these media houses. Therefore, it is in the league’s best interest if they can work together. Else, the diminishing viewership will have less things to talk about.
The NBA needs to focus on current young superstars
The NBA made a lot of noise when hyping Victor Wembanyama ahead of his rookie season. This season, they have not done a nearly good enough job on the French phenom. The lackadaisical coverage of San Antonio Spurs games has sidelined that hype train.
Coverage around Victor Wembanyama’s second season has been lacking (Image via X)They need to increase their marketing around the superstar, but not exclusively. The likes of Anthony Edwards, Ja Morant, Shai Gilgeous-Alexander etc. are stars waiting to get the LeBron James or Steph Curry treatment.
But they are not anywhere close to them in terms of media coverage or marketing. They were touted as future stars, but the future of the NBA has to start now. The league cannot wait longer to promote them, especially with audiences starting to fade away.
Fans have been used to talking about the Big 3 for nearly two decades. But if they are to talk about these younger stars, the league has to lead them into it. With all the power at their disposal in the form of social media, streaming services, internet and old school television, choices are more than ever.
It is just that they have to make good use of it. Adam Silver cannot depend on LeBron James, Steph Curry and Kevin Durant for much longer. To ensure the transition is smooth and progressive, he has to start focusing on these youngsters immediately.
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