NBA Sets New Records Across Social Media and Digital Platforms

Fueled by an ambitious multi-platform digital strategy, the NBA wrapped up the 2022–23 regular season with record-shattering engagement across its digital ecosystem — from the NBA App and NBA League Pass to its powerhouse social media presence. The league’s global community of fans propelled @NBA on Instagram to over 13 billion video views, making it the most-watched account on the platform. Collectively, NBA and NBA-affiliated social channels reached 32 billion video views, marking a 10% year-over-year increase, largely driven by a surge in younger and international audiences.

Expanding Global Reach Through Social Media

This season, @NBA generated 18 billion views across all social media platforms, the highest among any sports league worldwide. The audience grew by 14 million new followers, with international fans representing the majority, over 70% of the NBA’s total social following. Notably, half of the NBA’s digital audience is under 25, underlining its growing influence among Gen Z fans across continents.

* YouTube: The NBA’s YouTube channel became the first professional sports league to exceed 20 million subscribers and 12 billion lifetime views. Every 90 days, it reached more than 75 million unique viewers, who watched an average of 35+ minutes per visit — a testament to the league’s evolving content strategy.

Instagram: With 78 million followers, the NBA ranks as the 8th most-followed brand on the platform, outperforming most major sports organizations and entertainment brands.

The NBA’s top ten most-viewed players this season reflect both its global diversity and its youthful energy. Five players on the list are 26 or younger, while five represent international markets, a clear indicator of basketball’s expanding international appeal:

1. LeBron James (Lakers, USA): 1.3B views
2. Stephen Curry (Warriors, USA): 881M views
3. Luka Dončić (Mavericks, Slovenia): 736M views
4. Ja Morant (Grizzlies, USA): 653M views
5. Giannis Antetokounmpo (Bucks, Greece/Nigeria): 522M views
6. Jayson Tatum (Celtics, USA): 496M views
7. Kyrie Irving (Mavericks, Australia): 374M views
8. Victor Wembanyama (France): 350M views
9. Jordan Poole (Warriors, USA): 293M views
10. Nikola Jokić (Nuggets, Serbia): 253M views

The league’s pop-culture influence also reached new heights when BTS star SUGA was named an NBA Ambassador, sparking a digital sensation. The announcement became one of the NBA’s most engaging posts ever, the second-most liked Instagram post (4.6M likes) and second-most retweeted tweet (118K retweets) in league history.

NBA Digital Platforms: Redefining Fan Engagement

The revamped NBA App, launched in September 2022, delivered more than one billion video views during the season, a threefold increase from the previous year. With its social-first approach and mobile-optimized vertical video format, the App successfully captured the attention of younger audiences worldwide. Exclusive content such as *“Pass the Rock,”* a docuseries spotlighting the league’s emerging stars, and live coverage of Boulogne-Levallois Metropolitans 92 games featuring top prospect Victor Wembanyama, became key engagement drivers.

Meanwhile, the NBA ID membership program played a crucial role in strengthening fan loyalty, fueling a 40% rise in NBA App downloads. The introduction of alternative broadcasts like *“Throw It Down with Bill Walton”* and live shows such as *NBA CrunchTime* further diversified the digital viewing experience.

Complementing this innovation, NBA League Pass, the league’s premium streaming service, experienced remarkable social media growth, with subscriptions up 50% and viewership climbing by 48% season-over-season.

A Global Digital Powerhouse

From social channels to streaming platforms, the NBA’s digital presence continues to break boundaries. Its ability to merge sport, entertainment, and community has not only transformed fan engagement but also positioned the league as a true global digital leader, setting a new gold standard for sports organizations worldwide.