NBA Ratings Crisis Takes an Unexpected Turn: Caitlin Clark’s Involvement Sparks Outrage and Controversy

The WNBA has seen a surge in viewership and ratings in 2024, largely due to Caitlin Clark‘s arrival and her stellar rookie season. The former Iowa superstar has helped elevate the league, but her comments also shed light on some of the challenges the NBA has faced recently, particularly a noticeable dip in viewership.

According to a NBA official statement, the league struggled with lower ratings in recent years, with four of the least-watched NBA Finals in the past decade occurring in the last four seasons. This decline in cable viewership is not unique to the league, as virtually all sports are experiencing similar decreases. However, NBA viewership is only down 3% compared to last year, as opposed to the -18% reported last month. Numerous factors contribute to year-over-year changes, including a 13% decline in cable viewership compared to last year.

Clark’s perspective on the NBA’s struggles

In an appearance on the New Heights with Jason & Travis Kelce podcast, Caitlin Clark offered her thoughts on the decline in NBA ratings. One of her observations was that casual basketball fans often don’t appreciate just how skilled NBA players are.

“I feel like the average basketball fan doesn’t understand how good NBA players are and they think they’re not trying. I promise you, they’re trying. They’re just so good it looks like they’re not trying.

Clark also weighed in on the evolving style of play in the NBA, suggesting that the physicality of the game has changed.

“The physicality of the league has changed a lot,” she added. “I wasn’t around when it was much more physical. Maybe people want more beef and physicality and people think it [play] has gone soft. I think the skill has just changed. … It’s gonna be different than when MJ played. It’s gonna be different in 10 years than it is now.”

Clark also identified competition from football as another key factor contributing to the NBA’s struggles with viewership.

“It’s competing against a lot of football right now,” she noted. “You have to take that into consideration. Football is just America’s favorite thing!”

While viewership was down at the start of the season due to a variety of factors like the Yankees-Dodgers World Series, the Presidential Election and some injuries to key star players and a double-digit decline in overall cable viewership; growth is seen as the season has progressed: leading into Christmas Day, NBA viewership increased every week of December, with an average week-over-week increase of 7%. The NBA games consistently rank as the most-viewed cable programs among the most coveted audiences.

Streaming now accounts for nearly half (42%) of all TV consumption. The NBA is addressing this change in consumption habits with new media deals as every national game will be available on a streaming service beginning next season. The league is also increasing the number of regular season games on broadcast TV from 15 to 75