Bluesky is testing a new ‘live now’ feature that allows select users to link their Twitch or YouTube accounts to display a live streaming indicator on their profiles.

The feature, currently in early testing with a handful of accounts, aims to support streamers, journalists, and real-time sharing of live moments.

The NBA is partnering with Bluesky to use this feature to direct fans to live content, highlighting Bluesky’s efforts to engage sports audiences, similar to Twitter’s previous impact in sports culture.

Despite Bluesky’s lack of advertising, the initiative marks the platform’s attempt to foster live-event conversations and expand its role as a destination for real-time updates.