For as long as the NBA has existed, skeptics have questioned its direction and viability. The league faced doubt in the 1950s, when its teams played in small Midwestern cities. The same narrative emerged in the 1970s, as the rise of television seemed to outpace basketball’s appeal, and again in the 1990s, when the league’s biggest star, Michael Jordan, temporarily walked away from the game.
Now, in the 2020s, a new wave of criticism has surfaced, centered on the impact of streaming services, shifting viewership habits, and the widespread adoption of the three-point shot.
Yet Los Angeles Lakers head coach JJ Redick is not convinced by the doom-and-gloom outlook.
“I don’t think the league is as homogenized as a lot of people make it out to be,” Redick said during a detailed discussion Thursday, captured by Antonio Harvey on YouTube. “There are certain rosters and certain players that because of their skill sets, it makes sense to shoot a lot of threes.”
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Redick Challenges Misconceptions
While critics argue that the NBA has become overly reliant on the three-point shot, Redick countered that not every team fits into that mold. He emphasized that roster construction and individual player skill sets drive each team’s approach, resulting in stylistic variety across the league.
However, Redick took issue with the way these nuances are communicated to fans. He pointed out that the league’s broadcasting partners often lean on oversimplified narratives that fail to celebrate the game’s complexity.
“I don’t think we as the national partners have done a good job of storytelling, of celebrating the game,” Redick said. “If I’m a casual fan and you tell me every time I turn on the television that the product sucks, well, I’m not going to watch the product.”
Reflecting on Media’s Role
Redick, who served as an NBA analyst for ESPN from 2022 to 2024, admitted he was part of the problem during his time in broadcasting. He acknowledged that criticism of the modern game can alienate casual viewers, potentially driving them away from tuning in.
“We need to do a better job of explaining why the game is played the way it is and celebrating that,” he added. “It’s not just about ‘threes are ruining basketball.’ That narrative doesn’t tell the whole story.”
Hope for a New Era of NBA Marketing
Looking ahead, the NBA’s broadcasting landscape is set to change, with Amazon and NBC joining as league partners in 2026. Redick sees this as an opportunity to reshape how the game is marketed and discussed, particularly to casual fans who may only tune in occasionally.
The challenge lies in presenting the NBA’s evolution as a strength rather than a weakness. Whether it’s highlighting dynamic individual players, exploring tactical innovations, or emphasizing the competitive drama of games, Redick believes the narrative around the league needs to shift.
The Broader Implications
Redick’s comments highlight a broader issue facing the NBA in the streaming era: how to balance diehard fan engagement with the need to attract and retain casual viewers. As the league evolves both on the court and in how it’s consumed, the way it’s presented to fans will be crucial in shaping its future trajectory.
While concerns over declining ratings persist, Redick’s perspective serves as a reminder that thoughtful storytelling and a focus on the game’s strengths could help counteract negative perceptions.
Whether the league and its partners will rise to the occasion remains to be seen, but as Redick pointed out, embracing the modern NBA’s diversity and innovation is key to keeping fans invested in the long term.
