Kai Cenat says NBA needs streamers to boost game viewership [VIDEO]

Kai Cenat Urges NBA to Let Streamers React to Games Live

Kai Cenat is one of the most influential figures in modern streaming culture. Recently, he made waves with a bold suggestion aimed at the National Basketball Association (NBA). During his appearance on today’s episode of Hot Ones, the viral YouTube show hosted by Sean Evans, Cenat proposed that the NBA should allow streamers to react live to its games. His idea: embrace the evolving digital entertainment landscape to help counter the league’s declining viewership.

Cenat has broken Twitch subscriber records and regularly collaborates with top athletes and entertainers. So, he was animated and passionate as he pitched the concept. He argued that if personalities like himself could react to NBA games live on platforms such as Twitch or YouTube, it would offer a fresh, engaging experience—especially for younger fans. His sentiment was clear: the NBA needs to meet audiences where they are, and increasingly, that means streaming platforms.

“If we can get streamers to react to NBA games live, that would be crazy!” Cenat exclaimed, gesturing enthusiastically over a plate of spicy wings.

NBA Viewership Is Declining — Can Streaming Save It?

The timing of Cenat’s comments couldn’t be more relevant. According to Nielsen data, NBA regular season viewership dropped by 2% during the 2024-25 season. While the decline might seem modest, it’s part of a larger trend linked to shifting consumer habits, the rise of cord-cutting, and increased competition from digital platforms.

Traditional broadcasts are losing ground, particularly among Gen Z and Millennial audiences who prefer on-demand content, multi-screen experiences, and interactive engagement. Twitch, YouTube, and even TikTok have become dominant spaces for real-time reactions and shared viewing experiences. The NBA, like many legacy sports leagues, faces the challenge of staying relevant in this new media ecosystem.

Cenat’s proposal to integrate live streamer reactions taps into this cultural shift. By allowing creators to co-stream games and provide real-time commentary, the NBA could leverage their massive followings to reach fans who might otherwise ignore the league’s traditional broadcasts.

The Case For: Personalities Over Play-by-Play

The appeal of Kai Cenat and other streamers lies in their relatability, spontaneity, and entertainment value. For many fans, watching a game with a favorite personality adds a layer of community and enjoyment that’s missing from traditional broadcasts. Cenat isn’t just suggesting more content—he’s suggesting a different way of experiencing it.

In this model, the streamer becomes the conduit through which viewers connect to the game. Instead of tuning in for polished network commentary, fans might opt to watch their favorite creator react, celebrate, or even rage in real-time.

Some fans online agreed wholeheartedly:

“If kids had the choice between watching an NBA game with Kai Cenat vs. Doris Burke, they’d pick Kai,” one user commented.

Another added:

“Streaming is the most dominant source in the entertainment industry now. These kids aren’t watching ESPN—they’re watching Kai.”

This shift underscores the appeal of creator-driven content: it’s raw, unpredictable, and deeply tied to community.

The Case Against: Does It Really Help the NBA?

Still, not everyone was sold on the idea. One of the most liked responses to the viral clip asked a hard question:

“This will not boost NBA viewership, just the streamers. What is he talking about?”

It’s a fair critique. If viewers are watching Kai Cenat react to a game instead of watching the game directly on an NBA partner network, is the league truly benefiting? Critics argue that unless the NBA controls or monetizes these experiences, it might risk cannibalizing its own viewership.

Others pointed out that platforms like Playback already allow streamers to host watch parties with league approval. As one commenter bluntly put it:

“The NBA already does!!! And you can only do it on our platform: Playback.”

These conflicting perspectives reflect the tension between traditional broadcast rights, new media innovation, and the rapidly evolving expectations of sports fans.

Existing Platforms and the Challenge of Rights

Broadcasting rights are a major hurdle. NBA games are tied to lucrative deals with networks like ESPN, ABC, and TNT. Any effort to open up streaming rights—even partially—requires renegotiation and coordination with media partners. That’s why platforms like Playback exist, offering a controlled environment for streamers to co-watch games legally.

However, Cenat’s suggestion implies something more flexible and mainstream: the ability for high-profile creators to independently stream their reactions in a way that’s accessible to all and not restricted to niche platforms.

This would require the NBA to think creatively—possibly allowing streamers to provide alternative commentary feeds, sponsor watch-alongs, or build curated reaction experiences that boost both visibility and interactivity.

Fan Reactions: Split But Passionate

The reaction to Cenat’s comments was divided but undeniably passionate. Here’s a snapshot of the discourse:

• @destroynectar (1.3K likes): “Flight should be the first streamer to have full access.”
• @WatchPlayback (278 likes): “The NBA already allows it—but only on our platform!”
• @finestgia (29 likes): “This is a stupid take. The games are already live on TV.”
• @MafiaPopey (37 likes): “Kai is too far ahead of his colleagues.”
• @TheNBACup (42 likes): “Why would I want a streamer who doesn’t know ball commentating?”

Some fans worry that the streamer-first approach could dilute the quality of commentary. Others see it as a natural evolution in media consumption. Regardless of stance, the passionate debate proves there’s an appetite for change—and Cenat’s comments hit a nerve.

A Vision of the Future: Coexistence, Not Competition

The real path forward may not be a battle between streaming and traditional broadcasts but a merger of the two. Sports leagues like the NFL have already experimented with alternate broadcasts via Nickelodeon and ESPN2. The NBA could explore similar partnerships—pairing games with streamer-led coverage designed to appeal to different demographics.

Kai Cenat’s idea isn’t a silver bullet, but it’s an invitation to innovate. It opens the door for the NBA to explore fresh formats, redefine fan engagement, and take cues from digital-native creators who already command massive audiences.

Conclusion: Embracing New Media Without Losing the Game

Kai Cenat’s comments on Hot Ones have reignited an essential conversation in the world of sports broadcasting: how do traditional leagues adapt to a digital-first audience? His pitch—that streamers should be allowed to react live to NBA games—might not be universally embraced, but it captures a pressing truth. The landscape of media consumption is changing fast, and younger fans are increasingly drawn to content that feels personal, immediate, and community-driven.

While logistical challenges around licensing, monetization, and quality control remain, the underlying idea holds potential. Allowing streamers to engage with NBA content could provide a bridge between the league’s storied past and its digital future. Whether the NBA decides to fully lean into this model or create its own version of it, the message is clear: the future of sports isn’t just on the court—it’s online, and it’s streaming.

Kai Cenat’s proposal is a reflection of where the audience already is. Now, it’s up to the NBA to decide whether it will meet them there.