For a series loaded with star power, cross-border stakes, and a shot at history, the 2025 Stanley Cup Final didn’t just fizzle—it unraveled in an unexpected place: the ratings column. The NHL had reason to be optimistic early on. Game 1 pulled in 4.5 million viewers across Canada, and Game 2 topped that with 4.8 million, according to Sportsnet and CBC. The first five games averaged 3.8 million Canadian viewers, marking a 2% rise from last year. South of the border, TNT and truTV held steady with an average of 2.6 million U.S. viewers, matching their 2023 performance. For a league long hungry for mainstream traction in the U.S., these were encouraging signs—until they weren’t.

By Game 6, that cautious optimism collapsed into a broadcast black hole. Just 2.8 million U.S. viewers tuned in to watch the Florida Panthers close out the series—the lowest audience for a Stanley Cup-clinching game since 1994, when ESPN aired Game 6 of Rangers–Canucks. In Canada, the final game pulled 4.3 million viewers, down from 5.5 million for last year’s Game 6. Across North America, the total viewership for the climactic game barely crossed 7 million, a staggering 27% drop from 2024’s final-game numbers. This wasn’t a case of casual fans being late to the party—it seemed like many didn’t show up at all.

Much of the damage points back to a single factor: reach. The 2025 Finals marked the first time since 1999 that a Game 6 aired exclusively on cable. Unlike last year’s ABC broadcast—which pushed the Stanley Cup into millions of living rooms without the barrier of pay-TV—this year’s broadcast on TNT/truTV demanded viewers actively seek it out. Even streaming options were limited to Max, a platform still finding its footing among sports fans. In a fragmented media landscape already oversaturated with elite content, accessibility matters more than ever. And for many viewers, hockey’s biggest night simply wasn’t within easy reach. Then came the confirmation via X, where media analyst Braylon Breeze distilled the issue into cold, hard numbers:

“Game 6 of the Oilers–Panthers Stanley Cup Final averaged 4.327 million viewers across English and French networks. The 2025 Stanley Cup Final averaged 4.366 million viewers across Canada — down 4% from the first six games of last year’s series.”, he tweeted.

The lack of audience enthusiasm raises eyebrows over the league’s reach and relevance. Especially considering this wasn’t a dud of a series. The storyline practically sold itself—Connor McDavid hunting for his first Cup, Florida seeking redemption, physicality dialed to 11, and multiple momentum shifts. The on-ice product delivered. But it didn’t translate on-screen. And that disconnect has the league staring at a deeper visibility crisis.

“I find it really disappointing considering how remarkable the series was last year with seven games and how many of the star players here played in the Four Nations Face-Off, which was really highly rated on ESPN,” said John Kosner, former ESPN digital head. Kosner’s point isn’t just wistful—it’s strategic. The ESPN-led Four Nations drew over 10 million combined North American viewers earlier this year. The takeaway? Hockey can pull when it’s marketed right and placed in the right ecosystem.

“This is an issue that every sport is contending with, and you only get an opportunity to do course corrections every decade or so in a very fast-moving industry,” added Ed Desser, former NBA exec and president of Desser Sports Media. “There’s a difference in not being on an ESPN-branded platform. For better or worse, ESPN is kind of special. In combination with ABC, it’s just a different animal.”

The NHL’s shift to Turner Sports in 2021 was pitched as a bold new direction—more creative control, fresh faces, and younger-skewing packages. But with Finals broadcasts stuck behind cable gates and streaming locked to Max (which has yet to solidify its sports audience), the reality hasn’t quite lived up to the promise. Turner may have boosted the NBA’s profile, but in hockey’s case, the fit appears shakier.

Still, it would be inaccurate to say hockey is losing relevance. There’s a die-hard base in both Canada and the U.S., and the league’s current media deals have pumped in money. Players are earning more. The salary cap is expected to rise. And the NHL is experimenting—more international games, more social content, more youth initiatives. But the Finals aren’t just another part of the season—they’re the apex. If the biggest stage can’t pull eyes, something’s off.

Part of the blame, too, could lie with this year’s finalists. The Oilers carried Canada’s weight, but by Game 5, the writing seemed on the wall. Canadian fans were emotionally checked out. South of the border, the Panthers don’t carry a massive national draw. They share the Florida market with Tampa Bay, and while they’re well-built, their fan base is still regional and relatively young compared to the legacy franchises. There was no Original Six nostalgia, no coast-to-coast storyline.

Had the Oilers forced a Game 7—as they famously did last year, the numbers might’ve recovered. The suspense of a final showdown pulls casuals like nothing else. But this year’s series ended one game short. It ended quietly. And for the NHL, that silence will echo into boardroom conversations about what comes next.

Because this wasn’t just a viewership dip. It was the lowest watched Cup-clinching game in over three decades, the first Game 6 aired solely on cable since 1999, and a potential case study in how miscalculations around reach, timing, and momentum can strip drama of its spotlight.

The NHL may not be in crisis, but it’s certainly at a crossroads. One where the product isn’t the issue—how it’s delivered is. But the food for thought is still whether the viewership crisis can be fixed or not.

What can the NHL do to improve the viewership in the coming years?

With the overall series averaging just 2.5 million viewers, down from TNT’s 2.6 million average last year, concerns are growing about the sport’s traction in both Canadian and American markets. Does this mean the league’s fans have decided to skate away from their backyard rinks? Not exactly, though the numbers certainly amplify the concern.

However, given that the NHL is in a better financial position, this isn’t a sign that people are giving up on hockey altogether. Thanks to media deals negotiated by Commissioner Gary Bettman, players are earning higher salaries, and with increased marketing budgets, there appear to be more opportunities for growth. Still, with low viewership, especially considering the series was electric, full of drama, and packed with history-making moments, what can be done to improve the situation?

As Desser further stated, “To generate two or three million viewers in today’s environment is no small feat. But the challenge for all sports programming today is you’re competing not with what else is on TV that night but with all of the best TV and movie programming that’s ever been created.” Perhaps this points to the need for a revamp in areas such as officiating, broadcasting, and even commentary.

After all, it wasn’t just a drop in viewership. It was a historic low, marking the fewest fans to watch a Stanley Cup broadcast since Game 6 in 1994. Underscoring the decline in fan interest, this was also the first time since 1999 that a Game 6 aired on cable instead of network television, a shift that might not help with league’s growing popularity. Time for the NHL to rethink its network and broadcasting strategy, don’t you think? Tell us in the comments below.