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| (Image Source: UnitedForProfit.com/NBA Philippines) |
The National Basketball Association (NBA) has posted solid numbers in the Philippines during its 2020-2021 season. Based on data shared to media, the league has experienced continued growth in the country, both in broadcast viewership and social media consumption. In a statement, NBA Asia Managing Director Scott Levy said, “Filipinos are among the most dedicated NBA fans in the world, and their continued engagement across TV, social media and retail has contributed to the league’s incredible growth in the Philippines."
The NBA Christmas Day Game between the Los Angeles Lakers and Dallas Mavericks aired on TV5 drew the largest average audience among all international markets carrying the 2020 Christmas Day games, tripling the previous year's NBA Christmas Day average audience in the Philippines. Meanwhile, the season's most-watched game on TV5 was Game 6 of the NBA Finals between eventual champions Milwaukee Bucks and the Phoenix Suns which registered an average audience of 4.6 million viewers. The NBA Finals reached 8.4 million unique viewers per game in the Philippines, the most of any measured country outside the United States, while the average audience for live playoff games was 21% year over year across TV5 and One Sports.
On NBA League Pass, through July 2021, the Philippines has the second highest number of subscribers in the Asia Pacific region. According to the league, Game 6 of the NBA Playoffs First Round between the Lakers and the Suns and Game 6 of the NBA Finals between the Bucks and the Suns have recorded the first and second-most number of unique viewers in the country. On social media, NBA's YouTube channel featured three locally-produced shows geo-targeted to Filipino fans - NBA On Fire, a localized NBA recap show featuring postseason storylines, player milestones and team updates; Republika Drip, a series showcasing basketball culture, fashion and lifestyle; and Republika Huddle, a series hosting local influencers and sports personalities via Zoom discussing the latest NBA news and events. These shows, posted weekly throughout the playoffs, have generated more than 4.4 million views. Through July 2021, online viewers in the Philippines watched more than 37 hours of content on NBA's YouTube channel, the most of any country outside the US, representing approximately one-third of the total channel viewership throughout the season.
Followers of NBA Philippines' Facebook page increased by 18% year over year, making it the largest regional NBA Facebook page with more than 4.9 million fans. The NBA's official Facebook, Instagram and TikTok accounts have an estimated combined reach of 24 million followers in the Philippines as of August 2021, the most of any country outside America. While the pandemic prevented the NBA from having face-to-face engagements, the league still managed to hold events but done virtually in collaboration with its marketing partners in the Philippines including adidas, AXA, EA Sports, Energen Champion, Gatorade, Moet-Hennessy, Nike, Take-Two, Tissot, Under Armour, vivo and Wilson. Among which were the two free virtual basketball clinics for boys and girls aged 13-19 across the country presented by Jr. NBA Philippines and held last May 29 and June 12. For its part, the official online NBA Store in the Philippines NBAStore.com.ph recorded to have delivered product orders to 215 of 228 cities and provinces in the Philippines through July.
Mr. Levy said that the league is excited for what the next season holds as it coincidentally celebrates its 75th anniversary just as he expressed continued commitment to engaging Filipino fans with content cater to their liking. “As we embark on our 75th Anniversary Season, we look forward to working with our partners to build on this momentum by providing fans in the Philippines with new and exciting ways to experience the NBA through digital innovations and customized content,” the NBA official said.
