NBA's New Era: LeBron James Shines, Broadcasting Landscape Transforms

The 2025-26 NBA season commenced on October 21, 2025, marking a significant transformation in the league's broadcasting landscape and celebrating a historic milestone for veteran player LeBron James.

This season introduces an 11-year, $77 billion media rights agreement with Disney, NBCUniversal, and Amazon, bringing NBA games back to NBC after a 24-year hiatus and introducing Amazon Prime Video as a broadcasting partner. The opening night featured a doubleheader: the Houston Rockets at the Oklahoma City Thunder, and the Golden State Warriors at the Los Angeles Lakers.

Under the new broadcasting structure, national game broadcasts are scheduled as follows:

• Mondays: Peacock
• Tuesdays: NBC and Peacock
• Wednesdays: ESPN and ESPN App
• Thursdays: Prime Video
• Fridays: Prime Video and ESPN/ESPN App
• Saturdays: Prime Video (afternoon); ABC and ESPN App (evening)
• Sundays: ABC and ESPN App (afternoon); NBC and Peacock (evening)

This diversified broadcasting approach aims to enhance fan engagement by leveraging multiple platforms.

In a historic move, LeBron James has exercised his $52.6 million player option with the Los Angeles Lakers for the 2025-26 season, becoming the first player in NBA history to play a 23rd season. At 40 years old, James continues to perform at an elite level, having averaged 24.4 points, 7.8 rebounds, and 8.2 assists over 70 games in the 2024-25 season. His agent, Rich Paul, emphasized James' commitment to competing for a championship, stating, "LeBron wants to compete for a championship... he values a realistic chance of winning it all."

Additionally, the NBA has unveiled a redesigned NBA App and a reimagined NBA TV, offering fans a comprehensive global hub for basketball content, including live games, original programming, and highlights.

The return of NBA games to NBC and the inclusion of streaming platforms like Peacock and Prime Video signify a shift in sports broadcasting, catering to changing viewer habits and the growing demand for digital content. This move is expected to attract a broader audience and generate substantial advertising revenue. Notably, NBCUniversal has reported that its NBA advertising inventory is nearly sold out, with over 170 advertisers participating, including more than 20% new to NBCUniversal.

LeBron James' decision to continue his career into a 23rd season not only sets a new NBA record but also underscores his enduring influence on the sport. His continued presence is likely to boost viewership and fan engagement, benefiting the league and its broadcasting partners.

LeBron James' 23rd season surpasses Vince Carter's previous record of 22 seasons. Additionally, James is on track to break Robert Parish's record of 1,611 regular-season games played, needing to participate in 50 more games to achieve this milestone.

These developments highlight the NBA's commitment to innovation and its responsiveness to the evolving media landscape, ensuring the league remains at the forefront of professional sports entertainment.