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On New Year's Eve 2024, the Winter Classic featuring the Chicago Blackhawks and St. Louis Blues attracted merely 920,000 viewers. This number marks the first time in its history that the Winter Classic has dipped below a million viewers, a sharp contrast to the 4.4 million who tuned in for the inaugural game at Wrigley Field in 2009, featuring the Red Wings and Blackhawks.
The decreasing viewership trend is becoming increasingly alarming: falling from 4 million, to 3 million, and down to 2 million in subsequent years. This decline not only raises the stakes for the NHL regarding television revenue but also affects the overall perception of the league's brand.