LeBron James has spent two decades as the face of the NBA, but this season, the league’s most-viewed player across social media platforms is someone else.
According to figures released by the NBA, Luka Doncic has emerged as the most popular player online, surpassing James and every other star in total views across league social channels.
Doncic leads the NBA with 845 million views this season, a clear indication of how much attention the Los Angeles Lakers superstar commands in the digital space. San Antonio Spurs center Victor Wembanyama follows with 708 million views, just ahead of Golden State Warriors Stephen Curry at 703 million.
LeBron is still pretty popular in social media
James, widely regarded as one of the greatest players in basketball history, ranks fourth with 641 million views, still an enormous number but one that underscores how the league’s center of gravity is gradually shifting toward a younger generation.
The list of the most-viewed players reflects both performance and personality, as well as how fans consume the game today. Oklahoma City Thunder superstar and current MVP Shai Gilgeous-Alexander sits next with 496 million views, followed by the Denver Nuggets big man Nikola Jokic at 445 million.
Another Laker included in the list is guard Austin Reaves at 409 million. Houston Rockets shooter Kevin Durant at 331 million and Dallas Mavericks rookie Cooper Flagg at 312 million. Milwaukee Bucks own Giannis Antetokounmpo, with 304 million views, is the only player in the top 10 who will not appear on the NBA’s Christmas Day slate.
Doncic’s influence keeps growing
Doncic’s placement atop the social media rankings highlights his growing influence beyond the court. His game translates easily to short clips, viral moments and constant engagement, which has helped him build a massive global following. For James, who remains one of the league’s most recognizable figures, finishing behind Doncic does not diminish his impact, but it does illustrate how the NBA’s audience is evolving.
The Rockets-Lakers matchup on Christmas is particularly intriguing from a star-power perspective. It could feature several likely All-Stars, including Doncic, Reaves, Alperen Sengun and Durant, while also serving as another chapter in the long-running LeBron-James-versus-Kevin-Durant storyline. James and Durant have combined for 791 points on Christmas Day over their careers, a reminder of how much history they have shared on the league’s biggest stages.
Still, the social media numbers tell a clear story. While LeBron James continues to draw massive attention in his 21st season, Luka Doncic has become the NBA‘s most-viewed player, signaling a shift in popularity and influence that mirrors the league’s changing landscape.
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