I will say this, I don’t envy the task put before Adam Silver. If he can get the fans to come back while his biggest star is regularly pissing off half of the potential fans he deserves a big fat raise and a bonus.
I know big basketball fans that played college basketball that did not watch any NBA games this year after the re-opening night following lockdown. These are people who used to have NBA final parties with 50+ people and catered food and all.
If you want fans back, you have to get the tribalism back. It's that simple. I think most people aren't watching due to the fanless situation, thus no real spirit and passion, in addition to the social justice stuff, which just kills off any remaining interest. Some of it may drive people to watch because they want Lebron to lose, but the ratings are still down, so that's obviously not enough. You either have to get players in there that people like, or get some type of city vs. city rivalry going, market to the communities, etc.
I think the best, and most underutilized, tool in all of this is using a sports franchise (or a college team) as the 'pride' of an area/city/state and an economic driver. Put that out there. That can invoke some city/state/region pride and us vs. them. People really need to feel involved. Bear Bryant knew this, that's why he went to all the small towns across Alabama and had all the blue collar workers donate money to the program, and it would be a source of pride for them, which still exists to this day.
Just throwing sports out there as entertainment is shallow. But there again, we live in a shallow culture right now. Maybe it fits. I mean come on, if you put politics in it, you'll even kill Olympic competition. See the women's soccer team a few years ago. That could have been the pride of a nation but nobody gave a damn because of the politics of it. And dumb politics too.
Imagine Lebron just sticking to his roots and helping the communities around Cleveland. Instead he spouts politics from his Twitter while he's flittering around in LA. Think of the massive source of pride that was for Cleveland, when he finally got it right after going to Miami. That's what's missing.
Not only that, a healthy pro sports system attracts fans from all over the world. See the EPL.