The first month of the NBA season has been marred by gambling scandals and a slew of star injuries. But that hasn’t stopped fans from tuning in.
National NBA games averaged 1.91 million viewers through the first month of the season on ESPN, NBC/Peacock, and Prime Video. ESPN and Amazon use Nielsen’s Big Data + Panel, the industry standard, while NBC uses Adobe Analytics.
Overall, it’s a 30% increase compared to last year, and the highest since 2017.
The league also drew 60 million viewers across its national games, the most total viewers for an opening month in 15 years (outside of the 2011–12 season, which started on Christmas Day due to a lockout).
The viewership numbers aren’t apples to apples because of Nielsen’s new Big Data + Panel measurements that have caused viewership increases across most sports. NBC’s Adobe Analytics measurements also differ from Nielsen measurements, which are used by ESPN and TNT Sports, the NBA’s previous partner.
The 2025–26 season numbers, at least through the first month, are also compared against a low base given that NBA ratings were seeing double-digit declines until Christmas.
But even the changes in measurement don’t fully account for the NBA’s viewership increases to start the year.
The total viewership number is a result of the NBA’s decision to bring in NBC and Amazon, one that has been highly criticized due to broadcast fragmentation and the increased costs to watch all games. But the move from two to three national partners, including the addition of two streaming platforms, resulted in 75 more national games for the 2025–26 season compared to last year.
Here is the breakdown per broadcaster through the first month:
- NBC/Peacock: 3.6 million through six game windows (excluding six Peacock-exclusive games)
- ESPN: 1.62 million over 11 games, up 24% vs. same period last year. (ABC has yet to air an NBA game this season.)
- Prime Video: 1.12 million viewers through eight games
NBC has driven the boost in average viewership with its wider distribution on its over-the-air channel compared to cable.
It’s no surprise that Prime Video has the lowest number given the streaming paywall, and the NFL has had a similar experience with Prime Video since Amazon started airing Thursday Night Football in 2022. The leagues have decided that the lower average viewership is offset by the money from Amazon, added national games, and a generally younger audience on Prime Video.
The NBA’s viewership growth comes despite a growing number of injuries to stars. Victor Wembanyama had been driving strong ratings to start the season, but he’s been ruled out indefinitely with a calf strain. Giannis Antetokounmpo and Ja Morant were also ruled out at least a week, while Anthony Edwards and Cade Cunningham are among the other young stars who have already missed significant time.
The good news for the NBA is that LeBron James made his season debut Tuesday. It was the first season in James’s record-breaking 23-year career that he was unavailable for the season-opener. The game between the Lakers and Jazz did not air nationally.
The Lakers are expected to play their first national game with James in the lineup against the Clippers on Tuesday. It will also be James’s first game on NBC and Peacock, as the NBA’s last deal with NBC ended after the 2001–02 season, and James was drafted in 2003.
