First of all, this is clearly an opinion. It isn't debatable that the ratings are down, but since the ratings are down for all broadcast and cable TV broadly it isn't that damning of NBA specifically, and certainly isn't a strong supporting fact that NBA games themselves are "unwatchable".
> Christmas used to be owned by NBA, this time only 12% of sports fans watched the game
The NBA can't compete with the NFL on ratings, and it's a fool's errand to make that the standard. The NFL is the ratings juggernaut in America, nothing compares to it. The NBA's viewership numbers for Christmas saw a substantial increase this year with the highest viewership since 2019.
A big issue has been how hard it can be for many fans to watch their own team's home games due to regional sports networks and blackout rules for cable, or high expense for a standalone streaming network. Whether the new broadcast deal helps or hurts this remains to be seen - I think splitting the games up across so many services is going to have a continued negative effect even if it's very lucrative for the league.
That said, I can't argue with your lived experience. I do think the idea that every time plays the same way is out-and-out preposterous, but I think the bigger issue is a) an overall soft whistle has made it hard to play defense esp on three-point shooting and b) refs are inconsistent at best, arbitrary at median, and petty at worst.