The King of the Feed: LeBron, Steph and the Billion-View Club
SECAUCUS, N.J., Dec. 23, 2025 – In an era where “appointment viewing” has largely migrated from the living room television to the smartphone screen, the NBA’s true scoreboard isn’t just found in the standings—it’s in the scroll. As the league releases its social media engagement figures for late 2025, one reality has become undeniable: the old guard isn’t just hanging on; they are rewriting the algorithm.
Despite entering his 23rd season, LeBron James remains the undisputed monarch of the digital court. The Lakers superstar generated a staggering 3.23 billion views across NBA social platforms, a figure that dwarfs the competition. It is a testament not just to his longevity, but to a career that has seamlessly bridged the gap between the cable television era and the TikTok generation.
Hot on his heels is Stephen Curry. The “Baby-Faced Assassin” continues to turn pre-game warmups and half-court heaves into must-see content, racking up 2.56 billion views. Together, James and Curry are the only two players to breach the two-billion mark, proving that while the league is getting younger, its most bankable stars remain its most established icons.
However, the future is already streaming. Luka Dončić (1.82 billion) and the alien-like Victor Wembanyama (1.47 billion) have firmly established themselves as the heirs apparent. Wembanyama, in particular, has become a cheat code for engagement; his unique blend of size and fluidity creates the kind of “did you see that?” moments that were practically engineered for vertical video.
The list reveals a seismic shift in the NBA demographic gravity. Seven of the top ten most-viewed players are international stars, with Serbia’s Nikola Jokić, Canada’s Shai Gilgeous-Alexander, and Greece’s Giannis Antetokounmpo joining Dončić and Wembanyama in the elite tier.
This isn’t just a quirk of the algorithm; it’s a reflection of the league’s expanding borders. With over 70% of the NBA social media following residing outside the United States, the “face of the league” is no longer a singular American superstar, but a multinational collage of talent. The viral moments are global currency, transcending language barriers through the universal dialect of the slam dunk and the no-look pass.
“Cultural intelligence wins. The brands [and players] that win will be the ones that aren’t trying to take over culture, but start adding to it. Story over slogan.” – David Brickley, CEO of STN Digital
Brickley’s insight touches on the core of this shift. It’s not enough to be good at basketball anymore; the modern superstar must be “shareable.” The data suggests that fans are increasingly consuming the NBA in bite-sized, culturally relevant moments rather than full four-quarter broadcasts.
The box score tells you who won the game, but the view count tells you who won the world. As 2025 draws to a close, the NBA has successfully pivoted from a TV product to a digital ecosystem. While critics may point to fluctuating television ratings, the league’s 32 billion total views suggest the sport is more popular than ever—it’s just being watched differently. LeBron James may eventually retire, but his digital footprint has set a standard that the next generation is already racing to follow.
