In a moment that’s sparked widespread debate among fans and insiders alike, NBA Commissioner Adam Silver recently described the league as a “highlight sport,” suggesting that fans priced out of full game broadcasts could still enjoy the NBA through social media clips and free highlights.
But longtime Mavericks owner-turned-minority stakeholder Mark Cuban wasn’t having it.
“Adam definitely whiffed on this one,” Cuban posted on X. “But I can tell you that, unless a lot has changed in the last 20 months, he is one of the people standing up for fans in a room where a lot of owners are not”.
Adam definitely whiffed on this one. But I can tell you that unless a lot has changed in the last 20 months, he is one of the people standing up for fans in a room where a lot of owners are not. https://t.co/XvaJd7KgVP
— Mark Cuban (@mcuban) September 11, 2025
Silver’s remarks came during a press conference addressing rising ticket prices and the fragmented nature of NBA broadcasting. With games now split across ESPN, NBC, Peacock, Amazon Prime, and others, fans often need multiple subscriptions just to follow their favorite teams. Silver defended the league’s approach by pointing to the accessibility of highlights on platforms like YouTube and TikTok.
“The NBA is a highlight league,” Silver said, according to sports analyst Rachel Nichols.
The comment was meant to reassure fans, but instead, it ignited frustration. Many felt it trivialized the full-game experience and ignored the deeper connection fans have with live basketball.
Cuban, known for his business acumen and fan-first philosophy, acknowledged the complexity of the situation. He explained that the collapse of regional sports networks has forced teams to rethink how they deliver games, and many now offer free local broadcasts for non-national matchups.
When asked why the NBA couldn’t simply roll out a central app for all games, Cuban laid out the economics:
“Because the streamers are competing for subscribers,” he said. “There is too much money that streamers are willing to invest to get and retain subs”.
He cited examples like Peacock’s $100 million investment in a single NFL playoff game, which reportedly brought in 2.3 million new subscribers and retained 70% of them.
While Silver’s comment may reflect modern consumption habits, Cuban’s response highlights a deeper truth: fans still crave full-game experiences, storytelling, and emotional investment. Reducing the NBA to bite-sized content risks alienating the very audience that built the league’s global popularity.
Cuban’s pushback isn’t just about media strategy, it’s about preserving the soul of the sport.
As streaming platforms continue to reshape how fans access games, the league faces a critical crossroads. Will it lean into short-form content and viral moments, or will it find a way to make full games more accessible and affordable?
If Cuban’s comments are any indication, the conversation is far from over and fans are demanding more than just highlights.
