Intrigue, drama and buzzer-beating action drive record ESPN 2025 NBA Playoff ratings

The 2025 NBA Playoffs have been off to a hot start. How hot? They’ve been the most-watched ever on ESPN platforms (dating back to the 2002-03 season).

Matt Kenny, ESPN Vice President, Programming & Acquisitions, spoke to Front Row about the record-setting viewership success and how he and his team navigate postseason scheduling while dealing with endless variables. 

What factors do you attribute most to the record NBA Playoffs viewership on ESPN?
There are several factors at play here:

• The Luka Dončić/Anthony Davis trade served as a big catalyst for NBA interest.
• Eastern and Western Conference brackets consist of a combination of big-market, iconic teams and major stars and up-and-coming teams, like Cleveland and Oklahoma City.
• The on-the-court action has been tremendous. Fans are smart, and you can feel the competition jump through the screen.

With two games left in the regular season, there were 1.2 million possible playoff matchup scenarios . . . We have a great relationship with the league and work collaboratively to build the best schedule with the best teams, storylines, and, hopefully, great on-court competition. — Matt Kenny

When do you begin the NBA Playoffs scheduling process?
It starts earlier than people might think! Since October, we had a shell of a schedule. We work with many talented colleagues across the company, including Content Strategy and other sports programming teams, to maximize viewership while balancing other content priorities. Every year, unforeseen adjustments are necessary. We stay especially close with our NHL programming team as they navigate similar cadences.

How many scheduling scenarios are there in the early rounds of the postseason? How do you navigate them?
With two games left in the regular season, there were 1.2 million possible playoff matchup scenarios. In the first round, we watch like all the fans to see how the outcomes will fall while anticipating how certain outcomes will impact the schedule. We have a great relationship with the league and work collaboratively to build the best schedule with the best teams, storylines, and, hopefully, great on-court competition.

What is the communication like amongst your team on game nights? 
We always root for more basketball: We love Game 6s and Game 7s! Since our decisions impact travel and resources, at times with less than 48 hours notice, our team stays up until the last game finishes to communicate schedule updates. We stay extremely close with our partners in Production, Operations, Communications, Marketing, Sales and more to ensure everyone is informed. 

Editor’s note: Here are a few similar rating and metrics successes of late including: NFL draft; NFL draft studio shows; Sunday Night Baseball ; ESPN Digital & Social