The WNBA Is Ascending. The NBA Is Not.
The WNBA and NBA are going in opposite directions. Viewer ratings for the 2024–25 NBA season so far are plummeting, including a 28% drop on ESPN, one of the NBA’s key broadcast partners. WNBA ratings for the 2024 season averaged 1.19 million viewers, a 170% increase from the previous year.
Why? First off, let’s state the obvious: the WNBA features an exciting pool of talent, most notably TIME’s athlete of the year, Caitlin Clark.
The Caitlin Clark Effect
Caitlin Clark has brought long-overdue respect to women’s sports and has transcended basketball in a way that Michael Jordan did when he played in the NBA. When I think of exciting basketball players who create impact, Caitlin Clark’s name pops into my mind first (before anyone in the NBA). Forget about the fact that she did not win a championship at Iowa, nor did she nor advance far in the WNBA playoffs this year playing for the Indiana Fever. Caitlin Clark is about much more than on-the-court wins and losses.
At Iowa, her senior season saw season tickets sell out months before the season began, with her impact estimated to generate millions in revenue for the university. The 2024 NCAA Women’s Basketball Tournament, where she led Iowa to the championship game, averaged nearly 19 million viewers for the final, surpassing the men’s final for the first time ever. Her WNBA rookie-season games for the Indiana Fever averaged 1.178 million viewers — nearly triple the league average (accounting for 45% of the WNBA’s broadcast value).
But wait — there’s more! She was responsible for 26.5% of all WNBA activity, including ticket sales and merchandise revenue, which increased by 500% league-wide. Her economic impact on Indianapolis alone was estimated at $36 million.
Her marketability has redefined how female athletes are perceived commercially. She commands significant NIL (Name, Image, Likeness) deals and has become a sought-after figure for brands like Nike and State Farm. Her Nike deal alone is worth $28 million, and her combined endorsements likely exceed this figure as she transitions into the WNBA. Her ability to engage diverse audiences has also shifted sports marketing strategies to focus more on individual athlete narratives and cross-platform fan engagement.
Beyond her on-court achievements, Clark has become a vocal advocate for gender equity in sports. She uses her platform to highlight disparities and push for greater investment in women’s athletics. Her success symbolizes what is possible for women in traditionally male-dominated spaces, encouraging young athletes to aim high. Her inspiration is so evident when you watch social media reels of kids showering the kind of attention and devotion on her that you’d expect for a Taylor Swift, Beyonce, or Olivia Rodrigo. How many kids is she inspiring? We’ll be finding out in years to come.
At the height of his game, Michael Jordan redefined our concept of modern athletes as a powerful brands unto themselves. Caitlin Clark is redefining societal perception of women’s sports. The Caitlin Clark Effect represents a huge moment not just for basketball but for sports.
The Stars Are Out
The WNBA is more than Caitlin Clark. It’s the dominance and legacy of Breanna Stewart. The swagger of Angel Reese. The leadership skills and likability of three-time MVP winner A’ja Wilson. The charisma and energy of Cameron Brink. And more. They’re all stars on and off the court. With the exception of Brink, who battled injuries, they played in almost all their teams’ games.
On the other hand, the NBA’s big-time stars are fading. Aging superstars like LeBron James, Stephen Curry, and Kevin Durant are nearing the end of their careers. There is a perceived gap in younger stars who can draw comparable global attention.
The NBA is also hamstrung by the practice of load management, where star players sit out games to preserve their health. This has led to diminished interest in regular-season games, as viewers often tune in expecting to see marquee players only to find them absent. The unpredictability of player availability has made it harder for fans to engage consistently with the league, especially when high-profile matchups lose their appeal due to missing stars.
Two Playing Styles
The WNBA’s popularity also has something to do with the game’s playing style. The league is often described as chess compared to the NBA’s checkers, due to its focus on strategy, precision, and team-oriented play. The NBA prioritizes athleticism, fast breaks, and individual star power — as well as a hunger for taking three-point shots, which is a major problem because the typical team now takes (and misses) significantly more three-point shots compared to previous eras, which some fans feel diminishes the variety and artistry of the game.
The NBA is still a powerful brand, but it’s not operating at peak performance. The league needs more young stars like Anthony Edwards of the Minnesota Timberwolves. His combination of skill, personality, and leadership is captivating fans. And those stars need to be accessible to everyone.
The WNBA is ascending at the right time as live sports takes over connected TV. The NBA now needs to rise to the challenge.
