Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Aïda Amer/Axios

The NBA has embraced social media as a way to drive fan engagement, and it's working. Problem is, "engagement" isn't "viewership," and what plays well on social media doesn't necessarily make fans want to tune in to the games.

Driving the news: In the two months since we were first made aware of the NBA's declining TV ratings, all kinds of theories have been posed to explain the dip.

  • The most logical explanation is that traditional viewership is no longer a good proxy for measuring a league's popularity because TV ratings don't account for cord-cutters or the large swath of younger fans who follow the NBA mostly through YouTube, Twitter, etc.
  • In other words, interest in the NBA may be high even with sagging TV ratings if engagement on other platforms makes up for it.

Yes, but: With Reddit activity also on the decline, it seems something much larger could be at play here.

Between the lines: What happens on social media — which tends to be more off-court drama than, say, on-court analysis — is now setting the conversation for everything else, seeping into TV broadcasts and driving day-to-day coverage.

  • "The resulting supply chain is one that promotes the NBA as a place of peripheral drama, but not a place where winning ultimately matters much," writes The Athletic's Ethan Strauss (subscription).
  • "It used to be said that Twitter made the NBA a year-round sport. It now seems like Twitter has made it a year-round celebrity watch."

By the numbers: Earlier this month, one Twitter user analyzed posts from ESPN and Bleacher Report accounts to determine what they were promoting.

  • Khris Middleton and Rudy Gobert (both potential All-Stars) had been the subject of zero posts regarding their play, while one of the most frequently promoted players was Carmelo Anthony, whose journey back to the NBA was basically a months-long reality show.

The big picture: An entire generation has grown up watching highlights instead of the actual games, with many of them following players' exploits on Instagram more closely than their accomplishments on the court.

  • Convincing those fans to watch more games has become the NBA's central challenge, as it tries to balance online engagement, which can't be directly monetized, with actual viewership, which is the league's financial lifeblood.
  • Note: ESPN and Turner are paying $24 billion over nine years for broadcast rights.

The bottom line: This isn't just an NBA problem. As fandom continues to shift from "full games and box scores" toward "highlights and IG Stories," the relationship between leagues, media partners and social platforms is bound to evolve.

  • In the meantime, look for leagues to continue experimenting with digital partners on new ways to reach and monetize fans, while investing in new sectors like sports betting as they prepare for the future of sports consumption.

Go deeper: NBA ratings are down, but fans are still engaged

Go deeper

Kendall Baker, author of Sports
Aug 6, 2020 - Sports

6 teams are vying for the last playoff spot in the NBA's Western Conference

The Suns have won all three seeding games, capped off by Devin Booker's game-winner Tuesday night. Photo: Kevin C. Cox/Getty Images

The race for eighth in the NBA's Western Conference is heating up, and with the playoffs just 11 days away, we're all but guaranteed to see the first-ever postseason play-in game.

How it works: A play-in game will only occur if the eighth and ninth seeds are within four games of each other when the regular season concludes.

Read: Former Vice President Walter Mondale's last message

Photo courtesy of Mondale.

Former Vice President Walter Mondale wrote a farewell letter to his staff, sent upon his death on Monday, thanking them for years working together.

Dear Team,

Well my time has come. I am eager to rejoin Joan and Eleanor. Before I Go I wanted to let you know how much you mean to me. Never has a public servant had a better group of people working at their side!

Together we have accomplished so much and I know you will keep up the good fight.

Joe in the White House certainly helps.

I always knew it would be okay if I arrived some place and was greeted by one of you!

My best to all of you!

Fritz

Former Vice President Walter Mondale dies at 93

Walter Mondale, left, with former President Jimmy Carter in Jan. 2018 at the McNamara Alumni Center on the University of Minnesota's campus in Minneapolis. Photo: Anthony Souffle/Star Tribune via Getty Images

Walter Mondale, who transformed the role of U.S. vice president while serving under Jimmy Carter and was the Democratic nominee for president in 1984, died Monday at 93, according to a family spokesperson.

The big picture: President Biden, who was mentored by Mondale through the years, said in 2015 that the former vice president gave him a "roadmap" to successfully take on the job.