Post Reports The NBA season just started. Is anyone watching?
Oct 22, 2025
Ben Golliver, an NBA reporter for The Washington Post, dives into the fresh NBA season, tackling key questions like whether the Oklahoma City Thunder can defend their championship. He discusses the decline in viewership due to cord-cutting and highlights the league's new broadcasting strategies aimed at attracting younger fans. Golliver also examines the rising number of international players, the potential return to China, and how injuries in the Eastern Conference could shape the playoff landscape.
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Why Ratings Aren't What They Used To Be
- TV ratings have fallen partly because most NBA games were locked behind cable while fans consume highlights on social media.
- The NBA shifted distribution to network TV and streaming (NBC, Peacock, Amazon) to reach cord-cutters and younger viewers.
Make Broadcasts More Educational
- The NBA is asking broadcasters to 'educate and celebrate' by explaining X's and O's and building up players.
- Broadcasters should deliver more tactical analysis and positive player narratives to attract casual fans.
The League Is Truly Global Now
- The NBA is more international than ever: 135 international players from 43 countries, roughly a third of the league.
- That global talent pool creates both audience opportunities and a need to introduce foreign stars to U.S. fans.