NBA Christmas Slate Showcases Digital Kings
NEW YORK, Dec. 23 – For the NBA, Christmas Day has traditionally been the marquee event of the regular season, a showcase of rivalries and championship contenders. But this year, the league isn’t just broadcasting basketball games; it is televising the internet’s most obsessive habits. In a scheduling masterstroke that aligns broadcast strategy with modern consumption, the NBA revealed on Tuesday that nine of the ten most-viewed players on social media this season will take the court this holiday.
The correlation between the “For You” page and the Christmas schedule is nearly perfect. Leading the charge is Dallas Mavericks superstar Luka Dončić, who enters the holiday as the league digital MVP with a staggering 845 million views. He will headline a prime-time clash against Stephen Curry and the Golden State Warriors. Curry remains a digital titan in his own right, commanding 703 million views, proving that his deep threes are still internet gold.
But the slate also highlights the league’s rapid evolution. The San Antonio Spurs’ alien-like phenom, Victor Wembanyama, sits second only to Dončić with 708 million views. He will face off against Shai Gilgeous-Alexander (496 million views) and the Oklahoma City Thunder in an afternoon matchup that features two of the game’s brightest young icons. Even the rookies are making waves, with Cooper Flagg cracking the top ten with 312 million views, ensuring that the league’s future is as visible as its present—represented, of course, by LeBron James (641 million) and the Lakers.
This marks the 18th consecutive year the NBA has dominated the holiday with a five-game marathon across ABC and ESPN, but rarely has the schedule felt so attuned to individual star power over market size. The inclusion of players like Austin Reaves (409 million views) and Kevin Durant (331 million views) underscores a reality where individual highlights drive fan interest as much as team allegiance.
The only notable absence from this digital honor roll is Giannis Antetokounmpo. despite generating 304 million views, the Milwaukee Bucks star is the lone member of the top ten who won’t be suiting up, leaving a small gap in an otherwise comprehensive survey of the league most popular figures.
“The NBA biggest stars continue to move the needle when it comes to attracting fan interest.” – NBA Announcement Context
This statement from the league’s report encapsulates the strategy. The definition of “moving the needle” has shifted from merely selling tickets to generating global engagement. The Christmas slate is an acknowledgement that the players who capture attention on the small screen are the best bets to hold it on the big screen.
When the Cavaliers tip off against the Knicks at noon ET to start the festivities, it kicks off more than just a day of sports; it begins a 12-hour parade of the most viral athletes on the planet. From the Rockets taking on the Lakers to the nightcap between the Timberwolves and Nuggets, the NBA has ensured that if you’ve been watching them on your phone all season, you’ll have no excuse not to watch them on your TV this Thursday.
