Bluesky is testing a 'live now' feature with streamers and the NBA

Bluesky doesn't have its own live streaming capabilities, but the service testing out a new feature to boost users' streams off the platform. The company is allowing "select" accounts to link their Twitch or YouTube accounts to their profiles, which will display a red indicator and "live" badge when they're actively streaming.

In an update, Bluesky described the feature as an "early test" that will initially only be available to a "handful of accounts" before it's ready for a wider launch. "Bluesky is the place for breaking news and real-time updates," the company said. "This tool supports streamers, journalists, and anyone sharing live moments as they happen."

The update comes one day after the service showed off a similar badge for the NBA's official Bluesky account. The league will apparently direct fans on Bluesky to "live content they are promoting," Bluesky COO Rose Wang said. Partnering with the NBA on the feature is an interesting move for Bluesky. Sports fans, and NBA fans in particular, have had an outsized impact on Twitter's culture. And the company now known as X has inked several high-profile deals with the NBA and other major sports leagues over the years to promote their content.

Notably, Bluesky doesn't have advertising. It's using the "live" indicators to direct users to off-platform content, so it's unclear if there are any business opportunities for the upstart platform that come with this feature. But it shows that Bluesky wants to play a bigger role in the kinds of conversations that once shaped Twitter's culture, and make a name for itself as a destination to follow live events.

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