Adam Silver isn’t buying the idea that TV ratings define the NBA’s success. All season long, he’s pushed back on that outdated way of measuring engagement. And honestly, he’s got a pretty solid argument. The league just locked in a $76 billion broadcast deal, bringing games to NBC and Peacock next season.

The NBA All-Star Game has struggled with viewership in recent years, hitting record lows in back-to-back seasons with just 3.1 million viewers. While that number slightly improved in 2024, reaching 5.5 million—a 14% increase from last year’s low—it’s still nowhere near the event’s peak. For comparison, the 2002 All-Star Game remains the most-watched in modern history, drawing 13.1 million viewers with an 8.2 rating. So what is the right way to measure success? Social media engagement, according to the NBA.

But while the TV numbers haven’t been great, the NBA is thriving where it matters most—online. The 2025 All-Star Weekend has been a social media juggernaut, pulling in a billion views across the league’s official accounts. That’s a 17% spike, and it’s still climbing. And keep in mind, this doesn’t even count the viral moments blowing up on fan pages and media outlets. Well, looks like whatever Silver is doing, it’s working.

This surge in online engagement reflects how the NBA continues to evolve and stay relevant, not just in viewership, but also in leadership. The NBA Players Association (NBPA) just had its own shake-up, with new faces stepping into leadership roles. Jaylen Brown is back as Vice President, and fresh blood in Karl-Anthony Towns and Gabe Vincent is set to make waves. This shift isn’t just about fresh faces—it’s about staying on top of player advocacy and making sure the voices of the players are heard.

Towns is no stranger to activism off the court. He made a huge impact when he earned the 2024 Kareem Abdul-Jabbar Social Justice Champion Award for his work expanding voting rights in Minnesota. Working with the NBPA’s Social Justice Coalition, he teamed up with big names like Jrue Holiday, Andre Iguodala, Adam Silver, and Mark Tatum to push for change.

Speaking of social justice, the Mavs fans aren’t getting any except for empathy.

NBA commissioner Adam Silver addresses the Luka Doncic trade

NBA Commissioner Adam Silver recently shared his thoughts on the controversial Luka Doncic trade, offering empathy for Mavericks fans but standing by the team’s decision. Fans, understandably upset about losing their 25-year-old superstar, reacted after Dallas came off a Finals appearance. Silver acknowledged their frustration, pointing out that the 5x All-Star’s visible disappointment after the trade was clear.

But he also made it clear that he believes GM Nico Harrison made the trade with the team’s best interest in mind. “They did what they believed was best for their organization,” Silver said, noting that he has known Harrison for years and has a close relationship with new Mavericks governor Patrick Dumont.

As for the rumors claiming that the team’s ownership was planning to move the franchise out of Dallas, Silver shot those down. He expressed confidence that the Dumont-Adelson family purchased the team with the goal of keeping it in Dallas.

Well, we certainly hope this will be enough to calm the Dallas faithful. But at least Commissioner Silver’s plan to keep NBA thriving is definitely working. Thoughts?