The NBA is widening its Tap to Watch program for the 2026-27 season. Additionally, the league unveiled new app features built around live data, AI and creators.
What We Know: First, Tap to Watch links will now appear on every TikTok post mentioning #NBA. They will also show up on content from hundreds of creators with access to game highlights. Beyond social, the links also route fans to national, local, international and League Pass telecasts. Meanwhile, a new NBA Gametime experience on X pairs where-to-watch info with live scores and highlights.
What They Said: NBA Head of Direct to Consumer Products, Technology & Operations Chris Benyarko: “The breadth of our digital ecosystem allows us to connect with NBA fans in more ways than ever before. This season, we’re bringing together new experiences, deeper basketball insights and fresh perspectives from creators, while making it easier for fans to discover, follow and watch live games across the platforms they use every day. Together, these enhancements are designed to bring fans closer to the game and create a richer, more engaging experience throughout the season.”
What Remains Unclear: While nothing here will address the switching from streaming service to another for NBA regular season games, it does provide additional entry points for fans. It’s also unclear if the NBA will expand into anything with Meta or Instagram.
What It Means: Ultimately, the NBA wants to shorten the path from a highlight to a live broadcast. To that end, Game Pulse blends live court visuals, highlights and advanced stats in one app experience. Similarly, AskNBA lets fans query official NBA data through an AI assistant. For broadcast partners, the bet is that easier discovery drives more tune-in.
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