The NBA viewership data is a mess. They aggregate broadcast channels, cable TV data, streaming data, and even markup for group viewing in bar-type settings. Bill Simmons and Ethan Sherwood Strauss talk about this on a podcast around the thirty-minute mark. I think it reveals that viewership isn’t important anymore, but deep engagement is only important. NBA might even sell to an NBC just to get better data. Don’t focus on how many weekly views of your church’s weekly streams or video uploads, but look at real engagement, like response cards or watching thirty minutes. What do you measure?