• Loading stock data...
Wednesday, September 3, 2025
The biggest names in sports media. All in one room. Get your ticket now!

After Successful Tests, Sports Betting-Driven NBA Telecasts Here To Stay

  • The NBA says sports betting telecasts are a ‘great way’ to engage with betting fans.
  • Action Network’s Chad Millman predicts more ‘hyper-focus’ on engaged audiences.

The NBA doesn’t know yet when it will tip off its next season. But one thing is certain: TV networks and media companies will increasingly experiment with more “alternate” game telecasts focused on sports betting.

During the 2019-20 season, the league teamed with TNT, Bleacher Report, The Action Network, and Yahoo Sports to experiment with live game telecasts or streams that featured expert gambling analysis, betting lines, and discussion of the odds.

During TNT’s coverage of the NBA Western Conference Finals, the network offered betting-minded viewers an alternate livestream feed called “TNT Bets.” It was hosted by B/R’s Cabbie Richards, Kelly Stewart, and Tim Doyle. The sports betting-focused feed was available to cable and satellite subscribers through the Watch TNT website.

Meanwhile, NBA Digital offered fans a dozen “NBA BetStream” telecasts this August via NBA TV and NBA League Pass. Presenting partner BetMGM provided real-time betting lines and stats. Even if consumers didn’t have access to NBA TV through their cable providers, they were able to buy BetStream through a direct-to-consumer subscription on NBA.com.

Chad Millman, the chief content officer at The Action Network, said these alternate telecasts are “exactly” what leagues and TV networks should be testing as sports TV audiences continue to fragment.

“They should be thinking about alternative broadcasts. They should be thinking about hyper-focusing on very engaged audiences,” said the former ESPN executive. “It’s only going to be more relevant — regardless of the pandemic situation.”

Scott Kaufman-Ross, the NBA’s head of fantasy and gaming, said he wants to create a more integrated experience for fans interested in live, in-game wagering.

“We view these telecasts as a great way to engage on a deeper level with our fans who are watching the game through a sports betting lens. This was a beta test. We wanted to learn from it,” said Kaufman-Ross about the BetStream games.

“We also worked with different influencers across Bleacher Report, The Action Network, and Yahoo Sports to experiment with different approaches and different expertise to learn what works best,” he added. “That will help our strategy as we go forward.”

Other networks have previously tested gambling-driven telecasts. NBC Sports Philadelphia experimented with a 10-game “BetCast” slate of Philadelphia 76ers games during the early stages of the 2019-20 season. 

Even if they’re not doing it yet, most networks believe sports betting will be an important part of their future programming mix, according to John Kosner, president of Kosner Media.

“You will certainly see the acceleration of second screen and second channel integration with betting information because there’s a point of view that it’s coming — and that’s what fans want,” Kosner said.

The COVID-19 pandemic is not over. As more U.S. states legalize mobile betting, and the weather turns colder, sports betting is poised to “accelerate” among locked-down consumers this fall, predicted Kaufman-Ross. 

Especially if the state of New York — which has over 19 million residents — finally legalizes mobile betting, instead of forcing gamblers to travel across the Hudson River to neighboring New Jersey.

“We feel a lot of our fans are consuming NBA content through the lens of sports betting. So we want to make sure to engage our fans where they are,” he said.

DraftKings

Turner Sports Strikes Partnerships with DraftKings and FanDuel

Activities will include original content, integration of DraftKings’ betting odds and daily…
October 15, 2020

“We’ve often said we see sports betting as more of a pull than a push,” he added. “So if fans want sports betting content, we want to give it to them. If they don’t, it’s not necessarily something we’ll force on them. We think an alternate telecast is a great example of how we can accomplish that.”

The NBA’s alternate media partners are waiting to hear when the next season will tip-off, with recent comments pointing to a January-March 2021 start time. Once that decision is made, they’re ready to roll with more alternate sports betting telecasts.

The Action Network’s BetStream experience “went really well,” Millman said. He’s looking forward to serving some of the NBA’s most rabid fans next season.

“If you’re betting on the NBA, you are watching the NBA. You know every player. You’re betting not just on totals but on quarters and halves and player props,” he said.

“There are literally dozens of markets that the folks who are watching these games are betting on,” Millman added. “It just brings a different level of drama and insight.”

A spokesman for B/R confirmed the media outfit is interested in working on more TNT Bets projects next season. “It is definitely a path we are pursuing for the future,” he said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.

The Big Money Behind Minor League Baseball’s Renaming Revolution

Teams are rebranding for local pride—and huge revenue.
Aug 6, 2025; Los Angeles, California, USA; Son Heung-min poses during an LAFC introductory press conference at BMO Stadium

Son Heung-Min Effect Will Hit Big for MLS and L.A.

With a record signing, the South Korean supernova has landed at LAFC.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.

NFL on Nielsen’s Latest Measurement Upgrade: ‘More Work to Be Done’

The league calls its relationship with the agency a “protracted journey.”
August 28, 2025

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
September 1, 2025

Lee Corso’s Farewell Delivers Record ‘College GameDay’ Viewership

ESPN averaged 3.5 million viewers, per preliminary figures.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.