As the NBA confronts declining ratings, much attention has been directed toward potential solutions to enhance the league’s on-court product. However, Brian Windhorst, the senior NBA writer for ESPN, argues that the action on the court is not the problem; in fact, it’s at an all-time high. He believes that both the league and its media coverage should prioritize showcasing its product rather than getting caught up in off-court narratives.
“My feel is that the balance is a little bit off, and I think we should adjust it better,” Windhorst shared with Sports Business Journal’s Austin Karp on The Sports Media Podcast. He highlighted how on many NBA nights, fans witness remarkable performances during games. For instance, a recent contest between the Milwaukee Bucks and Golden State Warriors, despite Giannis Antetokounmpo’s absence, showcased an incredible display as Stephen Curry and Damian Lillard each netted 38 points, leading to the Warriors’ 125-111 triumph.
However, postgame analyses seemed to overshadow the duel between the future Hall of Famers in favor of Golden State’s acquisition of Jimmy Butler. “I’m not suggesting we should ignore Jimmy Butler — it’s a significant story,” Windhorst noted. “Yet, during that game, moments of extraordinary shot-making between Steph and Lillard were evident, and those moments deserve more acknowledgment.” He emphasized that the coverage should not be skewed entirely one way or the other; instead, there should be a better celebration of the league’s nightly excellence.
Windhorst also expressed frustration with those who label the NBA’s on-court product as “boring.” “When I hear that, it’s clear the individuals making such statements aren’t genuinely watching the games. I tend to disregard their opinions,” he remarked. “As someone who has followed the game for 22 years, I wholeheartedly reject the idea that the level of play in the NBA is lacking. A significant part of the problem lies in the insufficient celebration of nightly greatness in the league.”
This isn’t the first time Windhorst has critiqued NBA coverage; his recent comments echo statements he made during an appearance on Thanasis Antetokounmpo’s podcast last fall. While Windhorst recognizes that discussions about off-court transactions and drama have their place in NBA coverage — “you can’t play games for 24 hours a day,” he admitted — he questions whether such coverage comes at the expense of attention to the league’s core product. According to Windhorst, we might already be facing that dilemma.
