The news: The 2025 NBA Finals between the Thunder and Pacers averaged just 10.2 million viewers, per Nielsen—among the lowest in recent history. But in a media world shaped by digital habits and shifting generational preferences, TV ratings alone no longer capture the full picture of a sport’s reach or relevance.
- Game 7 averaged 16.4 million viewers and peaked at 19.3 million, making it the most-watched NBA game in six years as the Thunder clinched their first title.
- Despite that surge, Games 1 through 3 drew under 9 million viewers each, making this the third least-watched Finals in 20 years outside the COVID-19 era.
- Thanks to a competitive bracket and compelling storylines, the full NBA Playoffs saw a 10% increase in linear viewership YoY. With a $76 billion broadcast deal signed for the next 11 seasons, the league's long-term viability also seems assured.
Viewership shift: It wasn't a lack of interest in basketball that caused that decline. Rather, it represents systemic changes in the ways and places that viewers, particularly younger ones, decide to watch live sports.
- Smaller markets played a role in lower viewership, with Oklahoma City and Indianapolis ranking 47th and 25th among US TV markets. But market size isn’t the whole story—young viewers favor highlight-driven, mobile formats over live TV. Altman Solon found 18–24-year-olds watch 2.7 hours of sports highlights weekly, more than viewers 35 and older who prefer full broadcasts (see chart).
- That behavior aligns with where Gen Z is watching. A December 2024 Toluna survey showed YouTube (69%), Instagram (59%), and TikTok (50%) are the top social platforms for sports engagement among Gen Z. Platforms like X and Snapchat trail behind, suggesting that video-forward ecosystems with easy shareability are the new stadiums for younger fans.