NHL Stanley Cup Playoffs Draw 1.2 Million Viewers, Up 70% From Last Year

In February, questions arose about whether the NHL could build on America's renewed interest in hockey after Team USA's Olympic gold medal win. The answer has emerged as yes.

The first round of the Stanley Cup Playoffs averaged 1.2 million viewers across ESPN, ESPN2, TNT, TBS and truTV. That marked a nearly 70% increase from last year.

Nielsen's updated Big Data + Panel methodology has lifted live sports averages by an estimated 5% to 10%. The NHL's gain far exceeded that adjustment. The NBA playoffs did not show a similar surge.

The NHL has gained steady viewership since the Olympics. The first eight nationally televised games after the break averaged 603,000 viewers on ABC, ESPN and TNT. That represented a 23% rise from the league's pre-Olympic average.

The Olympic finale showcased hockey's thrill. The playoffs have driven that home. Few sports rival hockey's pace, chaos and physicality. In several respects, it comes closest to football, America's top pastime. Its intensity and passion stand alone.

Availability plays a key role. The Stanley Cup Playoffs air widely on traditional television. Fans do not require multiple streaming subscriptions for postseason action, unlike the NBA.

That matches fan views. A March Fox News national survey showed 72% of fans frustrated with streaming. They believe major sporting events belong on free broadcast television.

Hockey's culture helps too. Talk around the sport avoids manufactured outrage, endless hot takes and race-baiting. Players focus more on winning than on social media personal brands.

Hockey faces limits in the United States. The sport lacks the accessibility of football, baseball or basketball. Ice time stays scarce, equipment costs a lot, and rinks number far fewer than fields or gyms.

Structural hurdles mean hockey will not top football, basketball or baseball in American popularity. Still, it can grow from current levels, as recent numbers show.

The next move involves building stars.

In a fragmented media world driven by algorithms, individual stars spark interest. The NHL has trailed in this area for years.

The league counts marketable talents like Connor McDavid, Jack Hughes, Quinn Hughes, Connor Hellebuyck and Connor Bedard. It must market them right.