NBA and Microsoft are releasing an AI-driven DTC platform, catering to a global audience and shifting viewing habits of younger users
announced a new multiyear partnership aimed at transforming the digital fan experience through a new direct-to-consumer platform.
A need to tailor the viewing experience to an increasingly global NBA audience. The NBA's popularity outside of the US brings with it a diverse fanbase: For example, more than of visitors to NBA.com come from fans outside of North America, per Forbes. While this creates plenty of opportunities, it also presents a challenge as the NBA must account for a more diverse array of interests, preferences, and habits in order to properly serve fans across different markets.
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