The NBA has been searching for a ratings win, and Luka Doncic just handed it to them on a silver platter. His blockbuster trade to the Lakers wasn’t just a seismic shift in the league; it was also a goldmine for viewership.

When Doncic faced his former team for the first time, the Lakers vs. Mavericks matchup drew 2.5 million viewers on TNT, peaking at 2.9 million. That’s a huge deal in a season where the NBA’s TV ratings have been slipping. For comparison, the league’s overall viewership is down 5% this year, and outside of marquee matchups featuring LeBron James or Stephen Curry, most regular-season games have struggled to break the 2-million mark.

Narratives are what pumps the NBA ratings. The league is more than basketball: it’s about storylines, drama, and larger-than-life personalities. The ripple effect has already begun.

Fans tuned in no matter the glare of a brutal 10 p.m. East Coast start time. That brings us to the next huge debate: Did the NBA leave millions of viewers at the table?

While Luka Doncic Trade Sparked Ratings Boom, Fans Exposed NBA’s Missed Opportunity

Doncic’s performance didn’t just spark a reaction from NBA fans; it sparked one about whether the league was taking advantage of his star power to increase viewership.

One fan sarcastically pointed out the business side of things, saying: “Ahh, that’s why the trade went through—to boost ratings?” It’s hard to dismiss conspiracy theory when we’re talking about numbers. The trade was a major talk of sports for weeks and the Lakers’ win over Denver, its first after the trade, had a 29 percent increase in ratings from last season’s comparable game. That’s what the NBA has been so desperately looking for the league to do.

Another fan added, “Pretty impressive too, considering it tipped at 10 p.m. on the East Coast.” That’s a key point. Late start times usually kill viewership, yet this game still pulled nearly 3 million viewers. But what if it had been scheduled earlier? Could those numbers have been even higher?

A different fan raised that very question: “If this game had an earlier or prime-time slot, do you think this average is the same or increases by a noticeable amount?” The answer? History says yes. Prime-time scheduling matters. The USA vs France Olympic gold medal basketball game was aired in the afternoon and drew 19.5 million viewers. It’s the magic of a good, well-timed marquee matchup. Had the Lakers-Mavericks clash been played at an agreeable time, the viewership could have easily been over 3 million and even a season high.

Then there was the wildest reaction—MrBeast, the YouTube billionaire, predicted 10 million viewers. One fan couldn’t help but laugh, saying: “MrBeast guessed 10 million viewers, lmao. Silly billionaire.” Sure, 10 million was a stretch—but the reaction highlights something important. Traditional TV ratings don’t tell the full story anymore. A massive chunk of fans now watch via streaming platforms, social media highlights, and YouTube recaps. So while the official numbers may say 2.9 million, the actual reach was likely much bigger when you factor in digital engagement.

Luka Doncic was at the center of the NBA getting its ratings boost it needed. Star-driven narratives do work big numbers. That should also be a wake-up call. The game was successful but could have been much bigger if it had better scheduling.

With the NBA so close to the playoffs, as the Luka Doncic era in Los Angeles continues, the league has to take advantage of these moments and make sure as many people as possible are watching.