The National Basketball Association (NBA) recently announced that the 2023-24 regular season delivered record-breaking social and digital engagement in several countries across Asia-Pacific, as well as increased merchandise sales. Highlights include:
Digital Consumption
Australia and the Philippines ranked #1 and #2 in average viewership and watch hours outside of the U.S., respectively.
Average viewership on NBA League Pass in Asia-Pacific increased by 54% year-over-year, reaching its highest mark ever in the region.
The inaugural NBA In-Season Tournament – now named the Emirates NBA Cup – generated 74% higher viewership on NBA League Pass than non-cup games during the same period.
Social Media Engagement
The NBA collaborated with more than 20 celebrities and influencers across Australia, Indonesia, Japan, Korea and the Philippines with a combined 90 million followers, including K-pop sensation LE SSERAFIM, to attend NBA games and events and create localized content for fans in the region.
Driven by the success of “Republika ng NBA Month” in December, the league’s first-ever month-long celebration of NBA fandom in the Philippines, content on the league’s localized social media accounts in the Philippines generated a record 116 million video views throughout that month – the highest mark ever of any country in the region.
The NBA Philippines Facebook following grew to 6 million fans, the most of any regional NBA Facebook page.
Merchandise
Through February 2024, foot traffic at the two NBA Stores in the Philippines, located in SM Megamall and at the SM Mall of Asia, increased by more than 175% year-over-year.
Through February 2024, sales at the two NBA Stores in the Philippines and NBAStore.com.ph – the official online NBA Store in the Philippines – doubled year-over-year.
The 2024 NBA Playoffs are airing live in Australia on ESPN, in the Philippines on One Sports, NBA TV Philippines, Pilipinas Live and Setanta Sports, and on NBA League Pass, the league’s premium live game subscription service available via the NBA App.