It doesn't
The NBA is still getting $50B-$75B on its next rights deal.
Ratings not equal to the NFL does not mean the NBA is doing poorly. No matter how many times yall keep typing it, lol.
Enjoy both.
It's not about "enjoying" both, it's about appreciating the meta game at play, and how it affects the things you enjoy.
You are adopting a "what's good for the goose is good for the gander" philosophy here, just assuming that the NBA "getting" billions is good for the league... but those broadcast contracts are 2 way streets, and the "buyers" here will have a good amount of creative control.
They're essentially buying the right to package and promote "the NBA product", whatever that may be.
If the NFL is drawing 6:1 viewership numbers in the same time slot with the same level of product (regular season, minimal playoff implications), the broadcast platforms buying the NBA rights are going to want to eat into those numbers.
Advertising alone won't get that done--the fundamental nature of the product being sold will be altered in some way.
When you factor in other numbers that show the NCAA mens tournament outdraws the NBA playoffs, you start to see a picture emerging: the American consumer prefers fewer regular season games, and more playoff-level intensity games--ie, single elimination contests.
NBA is going to have to find a way to ratchet up the stakes.