Hockey is back on the rise, and the numbers don’t lie! Just as the NHL takes its first Olympic break in over a decade, viewership has surged by double digits, leaving fans and analysts alike scratching their heads. But here’s where it gets intriguing: is this boom just a statistical blip, or a sign of something bigger? Let’s dive in.
NHL regular season games are now averaging 491,000 viewers as we head into the Olympic pause, marking a 15% jump from this time last year. While part of this growth can be chalked up to Nielsen’s updated methods—like their expanded out-of-home viewing data and the integration of ‘Big Data’ from smart TVs and set-top boxes—these changes alone can’t fully account for such a significant spike. So, what’s really driving this surge?
And this is the part most people miss: ESPN and ABC are crushing it, with an average of 795,000 viewers across 22 games—a whopping 39% increase from last year. The crown jewel? Last Sunday’s Bruins-Lightning Stadium Series outdoor game, which pulled in a season-high 2.1 million viewers on ESPN. Meanwhile, TNT isn’t far behind, averaging 352,000 viewers through Wednesday (46 games, including truTV simulcasts), an 8% rise from last year. Their January numbers were even more impressive, with a 37% jump to 310,000 viewers compared to the same month in 2023—though it’s worth noting the Winter Classic wasn’t part of January’s lineup last year.
Now, let’s rewind for a moment. Last season, NHL viewership dipped by 12%, partly because several big-market American teams missed the playoffs. But this year, some of those marquee names are back in contention. The Penguins and Bruins are in playoff position, and the Red Wings—once the league’s biggest draw during their ‘Hockeytown’ heyday—are on track for their first postseason appearance in a decade. Controversial take alert: Could Detroit’s resurgence be a major factor in this viewership boom? The data suggests it might be. The Red Wings have been TNT’s most-watched team this season, averaging 455,000 viewers across six games. They also starred in ABC’s most-watched game so far this year, a January 3 matchup against Pittsburgh that drew 1.6 million viewers—likely boosted by breaking news coverage.
Across the U.S. and Canada, NHL games have reached 47.4 million viewers, a 23% increase from last year. To put that in perspective, ‘reach’ measures the total number of viewers who tuned in for at least a minute, as opposed to the average minute audience. So, while the numbers are impressive, they also raise questions: Is this a sustainable trend, or just a temporary spike fueled by returning fan favorites and methodological tweaks?
Here’s where you come in: What do you think is driving this viewership surge? Is it the return of big-name teams, Nielsen’s new methods, or something else entirely? And more importantly, can the NHL keep this momentum going? Let us know in the comments—we’d love to hear your take!
For more insights like this, check out Jon Lewis, the founder and main writer of Sports Media Watch. Jon has been covering the sports media industry daily since 2006. You can reach him via his website or on social media platforms like X (Twitter) and Bluesky.
