The Unrivaled 3-on-3 women’s basketball league, co-founded by WNBA stars **Napheesa Collier** and **Breanna Stewart**, kicked off its second season on January 5, 2026, in Miami. Billed as a groundbreaking offseason alternative for top players, the league entered 2026 with a $340 million valuation after successful fundraising rounds, featuring celebrity investors like Stephen Curry, Serena Williams, and Giannis Antetokounmpo. With eight teams (up from six), higher salaries, expanded facilities, and a player-owned model, Unrivaled promised to build on its strong 2025 debut.
However, the season-opening games delivered mixed results on the viewership front. The two prime-time contests averaged around **175,000 viewers** across TNT and truTV, with one game at 179,000 and the other at 171,000. An afternoon slate drew about 107,000. These figures represent a noticeable drop from the league’s 2025 regular-season average of 208,000 viewers and its inaugural opening weekend, which exceeded 300,000 for the debut game and peaked at 364,000.
Critics have been quick to highlight the decline, especially as the league operates during ongoing WNBA collective bargaining negotiations that could threaten the 2026 WNBA season. Some pointed out the absence of massive draw like **Caitlin Clark**, who has driven millions of viewers for WNBA games (often exceeding 1-2 million for her matchups) but declined to participate in Unrivaled. Social media buzz amplified claims of a “collapse,” with exaggerated figures like 40,000 viewers circulating in viral posts—though official reports show numbers in the low-to-mid six figures, comparable to or better than some niche women’s sports like the NWSL’s 2025 average of 228,000.
Despite the dip, league executives remain optimistic. Unrivaled’s inaugural 2025 season was deemed a success, averaging 221,000 viewers overall, reaching over 11.9 million unique viewers, and generating strong social media engagement (589 million impressions). The 2026 drop has been attributed to factors like the novelty wearing off, missing stars, competition from other events, and broader uncertainty in women’s basketball.
Unrivaled continues to emphasize its mission: providing high-paying domestic play ($220,000+ averages), equity for players, and skill development without overseas travel. With top talent like Brittney Griner, Chelsea Gray, and newcomers like Paige Bueckers, the league aims to sustain growth.
The early numbers underscore a key truth in women’s sports—star power matters enormously, but building a sustainable product takes time. As Unrivaled progresses through its 2026 campaign, the focus will be on whether consistent quality play and marketing can stabilize and boost audiences amid a pivotal moment for the sport
About the Author
