{"id":9187,"date":"2026-03-25T02:53:47","date_gmt":"2026-03-24T21:53:47","guid":{"rendered":"https:\/\/paknews.centers.pk\/how-streaming-has-transformed-nba-audience-insights\/"},"modified":"2026-03-25T02:53:47","modified_gmt":"2026-03-24T21:53:47","slug":"how-streaming-has-transformed-nba-audience-insights","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/how-streaming-has-transformed-nba-audience-insights\/","title":{"rendered":"How Streaming Has Transformed NBA Audience Insights"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"83.469912210694\">\n<p><div class=\"youtube-embed\" data-video_id=\"QdKUh_B894U\"><iframe title=\"How Streaming Has Transformed NBA Audience Insights\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/QdKUh_B894U?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;\">As the NBA has seen its audience shift from traditional TV to streaming, <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Featured-Articles\/How-the-Gen-Z-Playbook-Is-Reshaping-Next-Gen-Sports-Streaming-170812.aspx\" target=\"_blank\" rel=\"noopener\" title=\"shaping next-gen sports streaming\"><span style=\"font-weight: 400;\">strategies and techniques<\/span><\/a><span style=\"font-weight: 400;\"> for measuring that audience and interpreting viewer behavior have shifted with it, with greater fragmentation and different metrics. <\/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;\"> discusses the challenges and incongruities of audience measurement across different platforms and partners and why old, linear-based models like <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/Ad-Sense\/Should-We-Trust-Nielsen-Math-162293.aspx\" target=\"_blank\" rel=\"noopener\" title=\"should we trust nielsen math\"><span style=\"font-weight: 400;\">Nielsen<\/span><\/a><span style=\"font-weight: 400;\"> must continue to adapt and evolve in this clip from her keynote fireside chat with <\/span><a href=\"https:\/\/www.streamingmedia.com\/Authors\/5483-Steve-Nathans-Kelly.htm\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media\u2019s Steve Nathans-Kelly\"><span style=\"font-weight: 400;\">Streaming Media\u2019s Steve Nathans-Kelly<\/span><\/a><span style=\"font-weight: 400;\"> at <\/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>Fragmented Audience Metrics<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Nathans-Kelly asks Auguste how the current streaming era has changed audience insights analysis for sports leagues.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Auguste says it has changed it dramatically, which is exciting because \u201cevery six months there\u2019s some kind of enhancement or change to the measurement.\u201d Streaming \u201chas fragmented the viewership and the landscape. And so you\u2019re seeing how people are changing how they consume your product,\u201d she notes. The NBA is noticing that \u201cslightly more than a quarter of our viewership is coming from <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/The-Industry\/The-Real-Streaming-Battle-SVOD-vs.-vMVPD-139289.aspx\" target=\"_blank\" rel=\"noopener\" title=\"The Real Streaming Battle: SVOD vs. vMVPD\">virtual MVPD<\/a> [multichannel video programming distributors] homes, and this is the highest share that we have ever seen.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fans are no longer prioritizing appointment viewing on linear TV, and they\u2019re watching in different ways: on phones, tablets, and game consoles. \u201c<a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-the-NBA-Keeps-Younger-Viewers-Engaged-173848.aspx\" target=\"_blank\" rel=\"noopener\" title=\"How the NBA Keeps Younger Viewers Engaged\">They\u2019re engaging with multiple platforms<\/a>. And as a result, we\u2019re no longer measuring a single broadcast. Instead, we\u2019re measuring a fragmented, cross-platform behavior. So because the behavior is fragmented, this also leads to having fragmented audience metrics,\u201d Auguste explains.\u00a0<\/span><\/p>\n<h2><strong>Inconsistency Across Platforms<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The NBA needed to \u201ctake a different view\u201d of audience metrics. In addition to looking at the traditional average-minute audience, Auguste says they now have to look at reach across all of the NBA\u2019s platforms, incremental audiences by distribution partners, device-level consumption, and other engagement beyond the live game. It\u2019s important to try to understand \u201chow the behaviors are similar or different by platform.\u201d She cites the example of double-headers. \u201cThey display one set of viewership behaviors on linear and another set of behavioral viewership patterns on streaming platforms. So just really understanding the complexities and the differences and the similarities between metrics between the different platforms\u201d is what the NBA has to do, she says.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Auguste had to become aware of the challenge that \u201cthe <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-Audience-Insights-Drive-NBA-Media-Decision-Making-173684.aspx\" target=\"_blank\" rel=\"noopener\" title=\"How Audience Insights Drive NBA Media Decision-Making\">measurement<\/a> is not consistent across the different platforms and it\u2019s constantly evolving. And Nielsen has been the industry standard since the 1950s, but they really built the model solely on linear television. And they have made a lot of great strides within the last couple of years of incorporating first-party data, from Amazon Prime Video and Netflix into their data, but it\u2019s not really comprehensive.\u201d Auguste says the question the NBA must answer is, \u201cHow do we combine and compile all the data from the different platforms to get this comprehensive view to tell us the full story?\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She qualifies that this is only for domestic data. \u201cI don\u2019t even want to talk about international,\u201d Auguste says, \u201cbecause it\u2019s even more complicated than what we deal with on the domestic side.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-May\/Default.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!\"><em><span style=\"font-weight: 400;\">Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! 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NBA VP of Global Media Insights Michelle Auguste discusses the challenges and incongruities of audience measurement across different platforms and partners [&hellip;]<\/p>","protected":false},"author":1,"featured_media":9189,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-9187","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\/9187","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=9187"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9187\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/9189"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=9187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=9187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=9187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}