Entering 2026, Unrivaled aimed to capitalize on the strong start it had in its inaugural 2025 season. However, in its second year, the league has struggled to sustain that early success. Although competition from the NFL Wild Card Game was anticipated to affect viewership, the steep decline in ratings went beyond expectations and raised significant concerns within the league.
A recent post on platform X highlighted these issues, noting that both Unrivaled games on Friday, January 23 only drew modest audiences. The post pointed out estimated viewership numbers of just 20,000 to 30,000 among the key 18-49 demographic, labeling this as “terrible” and reflecting waning excitement around the WNBA and its players. It also criticized the league’s reception of new fans.
The matchup between the Mist and Rose attracted roughly 20,000 viewers on TNT, while the Phantom versus Vinal game on TruTV brought in about 30,000 viewers—both figures fell far short of expectations. Ratings concerns have been present since the season opener, which saw only 175,000 viewers compared to last year’s average of 312,000. Since then, numbers have plummeted to between 20,000 and 30,000 viewers.
The absence of star athletes like Caitlin Clark and Angel Reese has been a major factor in this audience drop. While rising stars such as Paige Bueckers are participating, the 3-on-3 tournament lacks the same draw without these world-class players. Despite attempts to address the challenges with various strategies, nothing has effectively reversed the downward trend in this competitive market.
In an effort to boost interest, on January 21 the league announced a $300,000 prize pool for head-to-head tournaments. Yet, ratings continue to fall, fueling widespread fan speculation about the league’s future and sustainability.
Fans have largely attributed the ratings drop to the absence of top performers like Clark, whose presence in the WNBA in 2024 led to a historic surge in popularity—with TV ratings increasing by 300% and attendance rising 48%—the highest growth in two decades. Clark alone accounted for 33.5% of the WNBA’s attendance that year and significantly increased opponent attendance at home games.
Unrivaled reportedly made a lucrative offer to Clark for its second season, including a significant salary and revenue sharing, but after an injury-laden WNBA season, she prioritized recovery and chose not to join.
Concerns have also been raised about Unrivaled’s broadcasting deal. The league is said to have signed a six-year, $100 million agreement with Warner Bros. Discovery to air games on TNT, TruTV, and Max streaming service, but Discovery holds a clause to exit after three years. This current ratings slump poses a serious risk to that partnership.
Some fans blame internal issues, such as collective bargaining complications affecting the WNBA, for harming both leagues’ momentum. Ongoing uncertainty around the WNBA’s negotiations, suspended operations, and paused free agency—including stars like A’ja Wilson being unsure about next season—have dampened enthusiasm, which spills over to Unrivaled.
Comparisons to rival leagues like Project B, launching next year with signings of top players like Alyssa Thomas and Kelsey Mitchell, further threaten Unrivaled’s standing. Losing marquee talents weakens Unrivaled’s unique position as a top women’s basketball alternative outside the WNBA.
League owners, including Napheesa Collier and Breanna Stewart, now face the critical challenge of attracting high-profile players to revive 3-on-3 tournament appeal. The league must take decisive financial and promotional actions to retain fan interest and remain viable; failure to do so could jeopardize its future.
Fan Take:
This news is crucial for WNBA fans as it highlights the fragile state of alternative leagues like Unrivaled, which are important platforms for women’s basketball growth. How the league addresses star player retention and ratings challenges could shape the sport’s landscape and opportunities for female athletes in the coming years.
