{"id":8911,"date":"2026-03-11T05:10:35","date_gmt":"2026-03-11T00:10:35","guid":{"rendered":"https:\/\/paknews.centers.pk\/how-the-nba-keeps-younger-viewers-engaged\/"},"modified":"2026-03-11T05:10:35","modified_gmt":"2026-03-11T00:10:35","slug":"how-the-nba-keeps-younger-viewers-engaged","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/how-the-nba-keeps-younger-viewers-engaged\/","title":{"rendered":"How the NBA Keeps Younger Viewers Engaged"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p><div class=\"youtube-embed\" data-video_id=\"qf9GjZ_4Dp0\"><iframe title=\"How the NBA Keeps Younger Viewers Engaged\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/qf9GjZ_4Dp0?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">Even as <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/What-Live-Sports-Still-Do-Better-Than-Anything-Else-173627.aspx\" target=\"_blank\" rel=\"noopener\" title=\"live sports\"><span style=\"font-weight: 400;\">live sports<\/span><\/a><span style=\"font-weight: 400;\"> remains arguably the only consistently reliable appointment viewing genre in TV, younger viewers are notoriously appointment viewing-averse. Yet <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=173684\" target=\"_blank\" rel=\"noopener\" title=\"How Audience Insights Drive NBA Media Decision-Making\"><span style=\"font-weight: 400;\">NBA<\/span><\/a><span style=\"font-weight: 400;\"> attention from younger fans is growing, according to <\/span><a href=\"https:\/\/www.linkedin.com\/in\/michelle-a-0696225\/\" target=\"_blank\" rel=\"noopener\" title=\"NBA VP of Global Media Insights Michelle Auguste\"><span style=\"font-weight: 400;\">NBA VP of Global Media Insights Michelle Auguste<\/span><\/a><span style=\"font-weight: 400;\">; it just shows up in different places, and requires following different metrics to make sense of and deploying different strategies and cultural touchpoints to cultivate the 24\/7 fandom model that makes younger fans feel like they\u2019re part of the league. Auguste discusses the NBA\u2019s approach in this conversation with <\/span><a href=\"https:\/\/www.streamingmedia.com\/Authors\/5483-Steve-Nathans-Kelly.htm\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Streaming Media Editor-in-Chief Steve Nathans-Kelly<\/span><\/a><span style=\"font-weight: 400;\"> from <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/ICYMI-Streaming-Media-Connect-February-2026-173683.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>How Younger Viewers Engage<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Nathans-Kelly begins the conversation by commenting on how the <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/What-Is-Driving-the-Surge-in-WNBA-Viewership-and-Fan-Engagement-169964.aspx\" target=\"_blank\" rel=\"noopener\" title=\"growth in the WNBA viewer engagement\">growth in the WNBA<\/a> and the NBA is coming from younger fans. He asks, \u201cWhat do the insights that you collect on the audience tell you about how younger fans are interacting with either league and the best ways to keep them engaged?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Auguste notes, \u201cSo if you only look at traditional television ratings, you would swear that younger viewers are not into television.\u201d This is true for most sports and other programs, she says. \u201cAnd so when we look at our viewership across all of our different platforms, what we learned is that younger viewers are not disengaging with the NBA. I think in fact, they\u2019re actually consuming more of our NBA brand,\u201d it\u2019s just that \u201cthe way they\u2019re consuming it is very different. So they might not sit in front of the television at 7:30 on a Wednesday to watch a game, but they\u2019re watching us maybe through <\/span><a href=\"https:\/\/www.nba.com\/league-pass-purchase\" target=\"_blank\" rel=\"noopener\" title=\"League Pass\"><span style=\"font-weight: 400;\">League Pass<\/span><\/a><span style=\"font-weight: 400;\"> or the <\/span><a href=\"https:\/\/www.nba.com\/app\" target=\"_blank\" rel=\"noopener\" title=\"NBA App\"><span style=\"font-weight: 400;\">NBA App<\/span><\/a><span style=\"font-weight: 400;\"> or they\u2019re betting or [engaging] through social channels or other nontraditional touchpoints.\u201d<\/span><\/p>\n<h2><strong>The Changing Nature of Fandom<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The NBA has learned that younger viewers are \u201cmobile-first, platform-agnostic, and they\u2019re far more likely to consume content in shorter on-demand formats.\u201d Auguste says what makes younger viewers unique is that their fandom is a 24\/7 engagement model. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For older fans, \u201ca fan is defined as someone who watches the game, maybe someone who listens to sports radio, someone who reads about the game the next day in the papers or on the website. The younger fans are more \u2026 engaged with our brand during and outside of game hours. So they\u2019re following the players and they\u2019re interacting with the players and actually DM\u2019ing the players. And they feel like they\u2019re part of the NBA.\u201d\u00a0<\/span><\/p>\n<h2><strong>Using Cultural Touchpoints<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Auguste explains more about betting: \u201cWe\u2019ve seen that there\u2019s a strong correlation between betting and engagement because if they\u2019re betting on a score or how many three-pointers a player\u2019s going to make, they\u2019re more engaged and more likely to stick through and watch the majority or at least watch more minutes of the games.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The NBA is \u201ctrying to reach out to the younger audiences by different cultural touchpoints and trying to bring in viewers or fans who would not organically or naturally engage with our product, but bring them into the fold,\u201d Auguste shares. \u201cSo we do that through different cultural touchpoints like sneakers, fashion, gaming, lifestyle. And so what we do is when the players walk into the arena, we have a whole expos<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\"> on their fashion on our app and on League Pass.\u201d As an example, she recalls a conversation she had at a conference with someone whose son doesn\u2019t watch many NBA games, but he follows the players\u2019 fashion and sneaker choices.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The NBA wants to engage younger fans, Auguste asserts, the organization just has to reach them in different ways, \u201cby incorporating these different cultural touchpoints.\u201d<\/span><\/p>\n<div class=\"cta_magazine_subscription_wrap\">\n<div class=\"cta_magazine_subscription\">\n<div class=\"cta_magazine_subscription_img\">\n            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/168775-2025-Cover-Images---April-2025-ORG.png\" alt=\"Streaming Covers\"\/><br \/>\n<!--            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/167595-2025-Cover-Images-ORG.png\" alt=\"Streaming Covers\">-->\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><noscript>Please enable JavaScript to view the <a href=\"https:\/\/disqus.com\/?ref_noscript\" target=\"_blank\" rel=\"noopener\">comments powered by Disqus.<\/a><\/noscript><\/p>\n<p>&#13;<br \/>\n            Related Articles&#13;<br \/>\n            &#13;\n        <\/p>\n<section class=\"article_grid\">&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-Audience-Insights-Drive-NBA-Media-Decision-Making-173684.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/457458--ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-Audience-Insights-Drive-NBA-Media-Decision-Making-173684.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">How Audience Insights Drive NBA Media Decision-Making<\/a><\/h3>\n<p>&#13;<br \/>\n                How do &#8220;actionable insights&#8221; translate into concrete actions when it comes to media deals, partnerships, and brand growth in major sports leagues? 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Yet NBA attention from younger fans is growing, according to NBA VP of Global Media Insights Michelle Auguste; it just shows up in different places, and requires following different metrics to make sense of [&hellip;]<\/p>","protected":false},"author":1,"featured_media":8913,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-8911","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/8911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=8911"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/8911\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/8913"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=8911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=8911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=8911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}