NBA beat journalists dominate House of Highlights' nearest audiences — not other entertainment brands, and not highlight-reel competitors.

The shape here is two-peak. The first and stronger cluster runs through dedicated NBA coverage infrastructure: HoopsHype leads at 0.62, followed by The Athletic NBA at 0.60, and then a dense band of basketball journalists — Marc J. Spears (0.59), David Aldridge (0.56), Marc Stein (0.55), Rob Perez (0.55), Ric Bucher (0.53), and Adrian Wojnarowski (0.53). Six of the top ten neighbors carry the Journalists subcategory; the other two are a Website (SB Nation NBA, 0.53) and a Sports Team (Washington Wizards, 0.55). Every one of these ten neighbors is NBA-specific or NBA-adjacent. That first peak is tight and coherent: an audience that follows the sport through its reporters and analysts, not just its highlights.

The second peak is the structural surprise. Sitting just outside the top ten in the broader neighbor set, Microsoft 365 (0.50), VMware (0.49), Citrix (0.47), and Cisco (0.47) form a distinct enterprise-technology cluster with no obvious thematic connection to basketball coverage. The same audience shape that indexes on NBA insiders also maps onto enterprise software brands — a cross-kind bridge that the journalism cluster alone would not predict.

House of Highlights draws an audience whose shape is simultaneously that of a hardcore NBA news consumer and something considerably broader, with the journalist cluster as the dominant pull and an unexpected enterprise-tech neighborhood as the second signal.