The Denver Nuggets completely outclassed the Los Angeles Lakers in their first round series. Their stars, LeBron James and Anthony Davis, just couldn’t deal with Denver’s quality. The Nuggets now face the Minnesota Timberwolves in what promises to be a cracker of a series. However, turn on the television, and you are bombarded with mind-numbing debates about LeBron James and the Lakers.

We’re heading towards the business end of the 2023-24 NBA season, with Conference Semifinals having already started. But guess what’s still hogging the spotlight? Yes, you guessed it right – the Lakers and LeBron James, even though they’re already out of the picture. It’s a head-scratcher for fans who wonder why major NBA media like ESPN can’t seem to look away from them, season after season. Sean Davis, analyst for Lakers Nation, made some pointed remarks at ESPN for doing the same via his official X account. He wrote, “It’s the second round of the playoffs and this is what they are talking about. Embarrassing for the league.”

Unfortunately for fans, ESPN’s strategy of focusing on LeBron James and the Lakers seems to be working if TV ratings are to be believed. Viewership for ESPN’s NBA Today was up by 8% in March 2024, compared to March 2023. According to the NBA’s official press release, “NBA Today averaged 267,000 viewers and peaked on March 27 with 354,000 viewers.” Furthermore, the Lakers and LeBron continue to reign supreme in terms of popularity, playing in seven of the 10 most-watched games this season.

As LeBron James maintains his grip on the hearts of fans, it appears that major news networks will stay fixated on him and the Lakers. This attention might overshadow the ascent of rising talents like Anthony Edwards and Jalen Brunson. But is there a solution in sight for the NBA’s crippling problem?

The rise of independent content creators

For ages, fans of the NBA have resorted to major news networks for their daily dose of basketball information. This system has led to news networks dictating the content consumed by the majority of viewers on a regular basis. However, the rise of independent content creators and podcasts are beginning to change that. Unlike major news networks, independent content creators generally focus on the NBA’s current state of affairs, rather than focusing on one specific team or player.

These independent content creators have completely transformed the modern NBA media landscape. Many fans prefer to watch informative content about the NBA’s current state of play, rather than the same old LeBron James angle. Independent creators like Thinking Basketball, Jxmy Highroller, A.M. Hoops and many more generate millions of views almost on a daily basis.

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The rise has been so impactful that former and current NBA players have also decided to dip their toes into this thriving ecosystem. Many NBA players have found their way into the podcasting world, with popular figures like JJ Redick, Draymond Green, Gilbert Arenas, and Paul George making a significant impact in the podcasting scene. With more room to grow, it can be said that the era of independent content creators is here to stay. And fans are definitely on board with that.