Canadian Teams Impact U.S. Viewership in Stanley Cup Playoffs
The 2023 Stanley Cup Playoffs have seen a significant drop in U.S. viewership, largely attributed to the heavy presence of Canadian teams. As hockey fans tune in, ratings on platforms like ESPN and TNT Sports reveal a noticeable decline compared to last year’s record-high numbers during the first two rounds.
This year, playoff games averaged 886,000 viewers on ESPN and 882,000 on TNT Sports, marking 28% and 19% decreases, respectively. In contrast, the previous year saw a surge in viewership, with the first two playoff rounds attracting record audiences. The stark difference becomes evident when observing the second round games, which averaged 1.2 million viewers on each platform, down from 1.6 million on ESPN and 1.5 million on TNT Sports in the previous year.
The Most-Watched Games This Year
Among the games in the second round, the matchup between the Winnipeg Jets and Dallas Stars on ABC stood out, attracting an impressive average of 2.27 million viewers. This marked the highest audience for a second round playoff game since the NHL’s current media rights deal began in the 2021-22 season. Notably, this was also the first second round game aired on ABC, contributing to its success. In comparison, the equivalent game from last year, featuring the all-Canadian teams Vancouver Canucks and Edmonton Oilers, drew only 1.01 million viewers.
Game 7 Thrills
The excitement continued with the Panthers vs. Maple Leafs Game 7, which averaged 1.9 million viewers across TNT and truTV. This figure surpassed last year’s similar matchup, where the Oilers faced the Canucks and garnered 1.66 million viewers. The Panthers’ convincing win peaked at 2.1 million viewers, solidifying its status as the most-watched playoff game on TNT Sports this season.
The Canadian Factor
A critical factor contributing to U.S. viewership declines is the unusual presence of Canadian teams in this year’s playoffs. For the first time since 2004, three of the four second round series featured Canadian teams. Since Canadian markets do not contribute to U.S. television ratings, their involvement heavily skews viewer statistics, explaining much of the observed decline. Out of the 34 games broadcast on TNT Sports this postseason, a striking 21 involved Canadian teams. This phenomenon highlights how regional interests can dramatically shift the overall viewership landscape.
U.S. vs. Canadian Viewership Trends
Interestingly, the influx of Canadian teams has proven advantageous for audiences north of the border. According to NHL reports, the combined U.S. and Canadian viewership for the second round reached 3.4 million, an increase of 12% from the previous year and the highest in a decade. The overall Stanley Cup Playoffs are averaging 2.8 million viewers across both nations, indicating a positive trend despite the drop in U.S. numbers.
Absence of Traditional Powerhouses
Further complicating the U.S. audience situation is the absence of traditionally popular teams such as the Boston Bruins and New York Rangers. These iconic franchises have historically drawn larger audiences, and their lack of presence in this year’s playoffs has left a noticeable void. As fans seek familiar teams to root for during the playoff season, the absence of these powerhouses has undoubtedly contributed to the overall dip in viewership.
