As Unrivaled tipped off its second season without Caitlin Clark again, the buzz that once surrounded it is already starting to fade. With almost two weeks into the 2026 season of the 3×3 league, many fans have noticed a drop in its visibility. And while there can be several external factors affecting viewership, according to Sabreena Merchant, a basketball staff writer for The Athletic, the NFL is a significant part of the equation.

“Their first weekend went up against the NFL Wild Card round of the playoffs,” Merchant said on No Offseason. “A lot of viewership going in for those games… Football is just a behemoth. You can’t compete against the NFL. It’s king.”

Bear in mind that the basketball league’s 2026 schedule faces stiff broadcast competition, with the College Football Playoff calendar clashing too. Merchant added that the NBA broadcast on TNT played a role in helping Unrivaled get views last year. However, the men’s games have moved to NBC and Amazon.

“One other thing to consider about Unrivaled’s TV presence is that last year, the NBA was also on TNT,” Merchant added. “So there was a lot of cross-promotion of, ‘Hey, you’re watching basketball on TNT, make sure you tune in on Friday or Sunday to watch Unrivaled.’ And now, if you’re a basketball fan who’s watching the NBA on NBC or Amazon, you’re not getting that cross-promotion of like, ‘Hey, Unrivaled is also happening.'”

When Breanna Stewart and Napheesa Collier launched Unrivaled, the league thrived on fans’ curiosity, eager for something exciting in the WNBA offseason.

The fast-paced format, attractive salaries, and player-first environment only added to the widespread praise in 2025. The opening night averaged 312,000 viewers across TNT and truTV, and the league averaged 221,000 viewers across the season, peaking at 377,000 viewers for the 1-on-1 final.

But this season’s opening two-game slate only averaged 175,000 viewers on TNT and truTV, while truTV-exclusive games dipped as low as 32,000 viewers. Subsequent broadcasts on January 10 and 11 saw further declines, with some games averaging just 71,000 viewers.

Additionally, several stars opted out. Angel Reese, Caitlin Clark, and Sabrina Ionescu remain on the sidelines, rehabbing. A’ja Wilson is also not involved. Without those headline names, the breakout league’s ability to cut through a crowded American sports calendar has taken a hit.

Still, while many critics have wondered whether Unrivaled is a sustainable business or a passion project backed by investors, the league’s front office remains confident.

With Caitlin Clark sidelined, Unrivaled leadership pushes back on sustainability doubts

The viewership decline has fueled ongoing questions about whether Unrivaled can sustain itself in the long term, particularly as it positions itself as an alternative to the WNBA for players amid the CBA battle. In response, the league’s leadership directly addressed the criticism.

“We’re building Unrivaled for the long game, and we’re confident in our outlook, keeping in mind the same core principles and goals we set forth when establishing the league,” CEO Alex Bazzell said in an interview with Front Office Sports. “We’re proud of the product we’re putting on the court each week and are going to continue growing our audience while showcasing the best women’s basketball players in the world. Leagues aren’t built overnight.”

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The WNBA, in its 29th season, averaged nearly one million viewers per game across all networks, even with Caitlin Clark largely absent.

“TV ratings are one thing for sure,” co-founder Breanna Stewart said. “Obviously, you want them to be consistently high no matter if we play on Friday, Saturday, Sunday, or Monday, and know that we have a space of our own here. In the league of sports, people aren’t typically used to seeing women’s professional basketball at this time, unless you’re watching EuroLeague or something like that. So, ratings is a huge one.”

Unrivaled has a six-year media rights deal with TNT, reportedly worth nine figures, though the network can walk away after three years.

TNT also owns a piece of the league, giving it a direct stake in how things pan out. And with Warner Bros. Discovery facing uncertainty itself (Netflix and Paramount are reportedly circling the company), the league’s long-term stability depends on more than just ratings.

However, as the season moves forward, Unrivaled faces the challenge of proving it is here to stay.