Although the NBA Finals has been ratings gold for television networks ESPN and ABC, it's not the only way fans are consuming NBA games. New data from Pixability reveals an increasing appetite for NBA basketball on YouTube. Eleven-time NBA All-Star LeBron James and the Cleveland Cavaliers are tied 2-2 with 2015 Most Valuable Player Stephen Curry and the Golden State Warriors, and the NBA Finals' ratings are up 33 percent from last year.
They've set a record for ABC as being the highest-rated finals in the network's history, with more than 18 million viewers tuning into Game 3. However, in a world where fans are increasingly turning towards using multiple screens during games, the NBA is seeing exponential growth on YouTube.
In a media landscape where sports can attract top dollar from networks and content deals, the NBA has taken a unique approach towards its product: They are giving it away for free.