Uploaded March 2026 | Updated September 2026, 2 weeks ago
Even as live sports remains arguably the only consistently reliable appointment viewing genre in TV, even when it comes to sports younger viewers are notoriously appointment viewing-averse. Yet NBA attention from younger fans is growing, according to NBA VP Global Insights Michelle Auguste; 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’re part of the league.
Even as live sports remains arguably the only consistently reliable appointment viewing genre in TV, even when it comes to sports younger viewers are notoriously appointment viewing-averse. Yet NBA attention from younger fans is growing, according to NBA VP Global Insights Michelle Auguste; 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’re part of the league.
