Winning masks a lot in the NFL. However, Detroit Lions fans (and the fantasy football community) are rightfully worried about wide receiver Jameson Williams’ involvement this season, or lack thereof.

Expectations for Williams were high following a breakout campaign that was punctuated by a massive long-term contract extension. Alas, the fourth-year pro hasn’t made the same mark on the Lions’ success he did last season and many are wondering why.

Speaking candidly on the topic, Lions offensive coordinator John Morton took full accountability for Williams’ regression and vowed to improve on that moving forward.

Lions OC John Morton takes full responsibility for Jameson Williams’ down season

“I looked at everything, as far as that,” Morton told reporters when asked about finding more ways to incorporate Williams into Detroit’s game plan. “I’m going to do a better job with that.

If it feels like Lions ex-play-caller Ben Johnson was much more intentional about getting Williams the ball than his successor, you’re not imagining. The chasm between Jamo and All-Pro pass-catcher Amon-Ra St. Brown that seemed to be closing has become wider than ever, which the numbers bear out. Not only did Morton acknowledge the trend, but he also put the onus on him.

“So I looked at everything, and I failed [Williams],” Morton said. “I have to do a better job with that.”

As Lions fans have become accustomed to, Williams’ role as Detroit’s primary deep threat leads to quiet days. He’s never been a high-utilization contributor, albeit a hyper-efficient one, so his volatility isn’t exactly news. Nevertheless, whether the team is (or in this case isn’t) using the talented wideout enough is concerning, especially given their financial investment in him.

Williams’ 23 percent first-read target share in 2024 has dipped dramatically to 14.8 through Week 8 in 2025 (h/t Fantasy Points’ data suite). He was clearly ahead of teammate and standout tight end Sam LaPorta in the pecking order at this time last season. Now, the latter is slightly ahead of the former and the two are distant second and third options to St. Brown.

In fairness to Morton, less opportunities for Williams, LaPorta and Co. has been a product of giving more work to his best players. St. Brown and star running back Jahmyr Gibbs are getting fed relentlessly, which has taken food off of everyone else’s plates.