Data: NBA fans shaping culture across screens
October 28, 2025
App Science.ai, an AI-powered data and analytics platform, has analysed 17.9 million NBA viewers in the US using ACR data, matching them to its proprietary 80 million Household Graph to uncover audience behaviours, preferences, and cross-platform viewing trends.
The NBA Viewership Insights data reveals that these fans are not only passionate about sports, but also represent a socially active, digitally connected audience that engages across ad-supported streaming platforms, restaurant and retail environments, and creative digital apps.
Key findings and takeaways:
- NBA fans are 2.3x more likely to visit casual dining restaurants and 1.76x more likely to shop at grocery stores
- Takeaway: Brands can look to target restaurant, food, and grocery delivery apps to reach socially active, primary household shoppers
- NBA viewers are nearly 5x more likely to watch Holiday content, showing strong family orientations and purchase intent
- Takeaway: Seasonal campaigns and retail promotions can extend beyond sports environments to tap into family-oriented purchase behaviors
- NBA fans embrace AVoD and FAST services, demonstrating preference for brand messaging in exchange for free content
- Takeaway: Brands should prioritise ad-supported streaming environments to maximise reach to deliver messaging where NBA fans are most comfortable engaging with ads
- NBA fans have a high affinity for Comics, Photography and Social apps, underscoring creativity, fandom, and high engagement in digital communities
- Takeaway: Creator partnerships and culturally resonant campaigns are key to deepening fan connections
The NBA’s highly engaged fan base represents a unique opportunity for advertisers seeking to reach audiences who watch, stream, and spend across platforms. App Science.ai’s data shows that these fans aren’t confined to sports, creating a dynamic environment for advertisers to engage fans through relevant, multi-channel campaigns.
“We’re seeing that NBA fans aren’t just watching the game–they’re shaping culture across multiple screens,” commented Helen Lum, EVP at App Science. “This audience is highly active, socially connected, and responsive to brand messaging across streaming, dining, and digital environments. For advertisers, that means endless opportunities to connect authentically before, during, and after the game.”
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