By Harshit | October 13, 2025 | New York | 5:10 AM EDT
NBA Expands Digital Horizon with Continuous Content
The National Basketball Association (NBA) is making a bold move to reshape how fans consume basketball content. Beginning Wednesday, October 15, the league will transform its digital platforms — NBA TV and the NBA App — into 24/7 destinations for nonstop basketball coverage.
The announcement, made Monday, outlines an ambitious plan to provide fans with live games, exclusive behind-the-scenes access, original programs, global events, and analysis all under one connected ecosystem.
Sara Zuckert, NBA Senior Vice President and Head of NBA App, described the effort as part of the league’s mission to build a global, always-on basketball experience.
“NBA TV and the NBA App are designed to be a connected, global hub for basketball coverage, delivering nonstop access to live games, original programming and exclusive behind-the-scenes content,” Zuckert said in a statement. “The NBA App streaming platform will provide a seamless, always-on digital experience for fans to access 24 hours a day, 365 days a year.”
The Association: A New Flagship Show
Among the highlights of this new direction is “The Association,” a weeknight primetime “basketball-cast” that will serve as the network’s signature program. The show promises an engaging mix of league news, insider reports, game analysis, and cultural storylines from around the NBA.
The show’s cast features well-known personalities including MJ Acosta-Ruiz and Chris Haynes, alongside former NBA coach David Fizdale and ex-players Rudy Gay and John Wall. The program is designed to be the heartbeat of the new 24-hour NBA TV and app ecosystem — bridging traditional sports coverage with modern, conversational commentary.
How to Watch: Seamless Access Across Devices
The NBA’s new content structure aims for accessibility. All live NBA and WNBA games aired on NBA TV will also be available via the NBA App for users with an NBA TV subscription.
The league confirmed that 60 exclusive regular-season NBA games will stream on these platforms throughout the 2025–26 season. The broadcast schedule kicks off with a marquee matchup between the defending NBA champion Oklahoma City Thunder and the Atlanta Hawks on Saturday, October 25, at 7:30 p.m. ET.
In addition to regular season games, three tripleheaders are also planned, with the first set to air on Saturday, December 20. The lineup includes:
Houston Rockets at Denver Nuggets (5 p.m. ET)
Charlotte Hornets at Detroit Pistons (7:30 p.m. ET)
Los Angeles Lakers at L.A. Clippers (10:30 p.m. ET)
This multi-game broadcast approach is designed to offer fans continuous, high-quality action on weekends and key matchups across time zones.
Beyond Games: Podcasts, Coaches, and Creators
The NBA is also diversifying its programming slate with creator-driven content and podcast integrations, aiming to attract both casual fans and hardcore followers.
Former NBA player and ESPN analyst Tim Legler will debut “Coaches’ Corner,” a new series that features in-depth conversations with current NBA head coaches. The show will focus on strategy, leadership, and team-building philosophies — giving fans rare insights from the minds behind the game.
Additionally, the league will showcase top NBA podcasts and content from independent creators, reinforcing the app’s role as a modern media hub that merges traditional broadcasting with digital engagement.
A Vision for a Global Basketball Hub
This initiative aligns with the NBA’s continued efforts to engage global audiences digitally. The league has steadily expanded its international presence, and this 24/7 model is designed to strengthen fan interaction year-round.
For viewers, the move promises constant access to both live competition and the human stories that fuel the sport — from locker room insights to training sessions and international tournaments.
The shift also signals a larger trend across sports media, where leagues are taking greater control of their digital distribution and fan experience, offering streaming-first options that compete directly with traditional broadcasters.
With the upcoming season set to begin later this month, the NBA’s always-on platforms could redefine what it means to be a basketball fan in the streaming era — blurring the line between live competition, storytelling, and entertainment.
