The Powers That Be: Daily The NBA’s TikTok Paradox & The G.O.P.’s Social Media Scapegoat
Sep 18, 2025
Julia Alexander, a savvy reporter and commentator on digital media, joins the discussion that dives into the NBA's new social media strategy. She explores how Adam Silver is navigating the shift to highlight-driven content on platforms like TikTok while facing declining traditional TV ratings. The conversation also addresses the Republican Party's attempts to blame social media for societal issues, particularly following Charlie Kirk's tragic murder, highlighting the complexities and consequences of such scapegoating.
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NBA's Two Audiences Problem
- The NBA's viewership on TV is declining while social short-form engagement is soaring globally.
- Adam Silver views short-form popularity as real but worries it doesn't convert into streaming rights revenue.
Snap Partnerships And Vertical Highlights
- Peter and Julia recall the NBA's long partnership with Snapchat and the way highlights fit vertical phones.
- They explain why basketball highlights translate especially well to short-form mobile edits.
Social Clips Outsell TV Economically
- The NBA monetizes social video at roughly 3x the NFL's rate and gets 70% of short-form engagement from outside the U.S.
- That global, high-value social audience creates tension with legacy rights deals tied to TV and streaming.