Active players are taking over TV—while still playing

active players – From Draymond Green’s return to “Inside the NBA” during the Knicks’ Finals run to Kyle Lowry and Tyrese Haliburton’s Prime Video roles, active NBA and WNBA players are increasingly moving into broadcasting. Networks say viewers get fresher perspectives—and pla

On a New York night when the Knicks were making their Finals push. Mayor Zohran Mamdani temporarily repealed bedtime so kids could stay up later and watch. The gesture was about family time and basketball momentum. But it also landed on a bigger shift happening at the same time: more current stars are stepping onto TV—without stepping away from the court.

When the NBA Finals begin airing on ESPN this week. Golden State Warriors star Draymond Green will return to “Inside the NBA” as a guest analyst for Games 3 and 4. resuming a role he helped pioneer. In 2022, Green became the first active NBA player to make in-season appearances as a television analyst. Now, he’s not alone.

Kyle Lowry and Tyrese Haliburton have joined Prime Video as athlete contributors. On the WNBA side. Kelsey Plum signed on as a player contributor for Prime. Sophie Cunningham is working as a studio analyst for USA Network. and Caitlin Clark made multiple appearances on NBC’s studio show for NBA games.

Lowry framed it as more than a promotional side quest. “I think it’s becoming more attractive because it gives players the opportunity to show the other side of their brains and not just a basketball playing side. ” he said. He described the grind of being a pro—playing and also studying film. preparing for each opponent—then adding that explaining that process to fans is part of the draw. “It’s a lot that goes into being a professional athlete, especially a basketball player,” Lowry said. “You have to continue to play basketball. working (on) your craft. but you also gotta watch the film. study it. etc. Also having to explain what you’re doing, how you are preparing yourself to the everyday fan is fun.”.

Hussein said she looks for credibility that comes from personality as much as basketball knowledge. “Folks that are authentic, that are genuine, that love the sport that they’re talking about. And I have a ‘no asshole policy,’” Hussein said. “Just looking for genuinely good people that want to help grow. talk and enjoy the sport. and bring a different perspective.”.

Previous broadcast experience isn’t a requirement—though it helps. Cunningham, a guard for the Indiana Fever, previously served as a guest analyst on the Phoenix Suns’ pre- and postgame broadcasts in 2022 and commentated on college basketball for various networks.

USA Sports executive producer Jeff Behnke said the network’s recruitment of Cunningham centered on her presence and recognizability. “She says what’s on her mind and she is also really passionate about the game of basketball,” Behnke said. “I think any time you can get that in the moment. on the field. on the racetrack. on the court information and personality weaved into a broadcast. it’s a great thing.”.

Fans are accustomed to retired players on TV, the familiar “talking head” setup. Active contributors change the texture of that image. The locker room is still part of their daily life, and their commentary is shaped by current routines rather than memories.

That dynamic is especially clear in Haliburton’s case. He missed this entire Indiana Pacers season while recovering from a torn Achilles tendon he suffered in Game 7 of the 2025 NBA Finals. He said his Prime role has helped him stay connected to the game while injured. using appearances largely to discuss his rehab process and top teams in the league alongside Prime’s main studio crew. That crew includes host Taylor Rooks alongside former NBA players Steve Nash, Dirk Nowitzki, Blake Griffin and Udonis Haslem.

Haliburton said the format gives him a different angle than older analysts who aren’t living through the same season realities. “Sometimes when older guys are talking about the sport. sometimes it can sound a little. ‘Back in my day. ’ whereas I think getting my perspective on things. as a guy who is having success currently. is just a little different. ” Haliburton said. “I think it’s interesting to hear their perspective on things and have rebuttals and conversations which I’m appreciative of. because obviously Steve and Dirk played in a different game versus myself. So I’m very appreciative of those different perspectives. I think that’s what makes our game beautiful.”.

For players who are still fully in-season, the balance is tighter. Balancing on-air appearances with an 82-game NBA schedule or 44-game WNBA schedule, plus other commitments, is not easy. Lowry did postgame segments for Prime this season after he finished playing in a game for the Philadelphia 76ers. after midnight on the East Coast.

Prime Video’s approach reflects the uncertainty. Because players can’t predict their availability, Prime pays its contributors on a per appearance basis instead of locking them into a set number of appearances for a contract term. Network executives are clear that basketball has to come first.

Cunningham’s schedule shows how “when she can” becomes part of the job. She will join USA Network’s WNBA doubleheader nights for pregame. halftime and postgame hits when her schedule permits. including sometimes when she’s on the road with the Fever. Cunningham said the schedule doesn’t faze her because she’s already immersed in the league every day. “We’re making TikToks and Instagrams and doing that type of thing anyway. When it comes to basketball, we’re watching film 24/7,” Cunningham said. “We’re watching the games or playing different teams. so you’re already doing it. but now I’m just getting paid to talk about it.”.

USA also hired a veteran producer to help Cunningham film mini features for on air and digital platforms—ranging from player interviews to fun storylines and introspective pieces. Cunningham said she wants fans to see beyond the court. “Everyone knows us as who we are when we’re playing. and sometimes that’s a really good thing. somethings that’s a really bad thing. ” Cunningham said. “But I want the audience to get to know people on a more personal level. Who are these women outside of the court?. What do they like to do?. What are their interests?. Because I do think the W is so cool because you have a lot of smart women who are passionate about a lot of different things. There’s so much diversity, so it’s how can we highlight that?. How can we inspire the next generation?”.

Plum’s path is different but similarly tied to timing. A two-time WNBA champion and four-time All-Star. Plum plays for the Los Angeles Sparks and is in the same city as Prime’s studios. Hussein said Prime will attempt to bring Plum into the studio on off days to film segments. “I would love to have her on that court and demonstrating some plays and just getting into her basketball analytical mind. ” Hussein said. “Kelsey specifically. I just know she’s a hoop head and I can’t wait to get her on that basketball court with the other ladies.”.

Even with networks eager for current-player insight, there’s a line players can’t cross. Their league media obligations may include plenty of public speaking, but active contributors must still protect the relationships inside teams.

Lowry described the balancing act. “A lot of the player contributions that I had to do was talking my own team which is very good and easy for me to do. but it’s also a tough balance because some things that you could say. you can’t. ” Lowry said. “That’s just the brotherhood that we live in and the locker room is a very sacred place and some things are supposed to stay in the locker room.”.

From the players’ perspective. the roles offer two benefits at once: showing their basketball knowledge in a new way and building a new appreciation for what broadcasters do. Cunningham said she pays close attention to studio segments when she watches games, not just the basketball. Haliburton said he takes notes from his close friend Rooks, a veteran broadcaster.

With social media and podcasts giving athletes more routes directly to fans, broadcast networks and streaming platforms still hold weight—especially as media rights fracture across channels and contracts.

Haliburton said multiple platforms help players weigh in more directly. “I think that these multiple platforms allow us players to control the narrative a little bit more to give our input. ” Haliburton said. “Previously. if the game was not on as many networks. then there’s only so many spots and they’ll go to analysts and insiders and stuff. But I think that there’s a real interest in hearing what current players have to say and I think that taking advantage of that as players is important.”.

The push also fits into a wider broadcast reshuffling. The 2025-26 season marked the beginning of the NBA’s 11-year deal with three national broadcast partners: ABC/ESPN. NBC/Peacock and Prime Video. WNBA games during the 2026 season are being broadcast on ABC/ESPN. NBC/Peacock/NBCSN. Prime Video. CBS Sports. ION. USA Network and NBA TV.

USA Network is in the first year of an 11-year media rights agreement with the WNBA and has hired 15 announcers for its coverage team. Behnke said the network, as “new kid on the block” for WNBA coverage, understands it must earn viewers’ trust. “We want to be trusted, first and foremost,” Behnke said. “We want to be credible and we want to be entertaining. And if we can do all of those. we believe we’ll have a really successful year. but you have to work at it.”.

Active player contributors also offer networks a potential way to reach younger viewers who might be new to basketball. NBA on Prime’s median viewer age this season was 46.9. nine years younger than audiences watching the NBA this season on linear channels (56). and the NBA’s youngest audience in six years. A Prime spokesperson said Haliburton and Lowry’s appearances have driven “significant” engagement on social media.

Hussein said feedback on active player contributors has been positive and hinted that Prime is working on adding more players. though she wouldn’t reveal who. She also said it’s strategically beneficial for Prime to build relationships with current players because they might want to move into broadcasting later. Lowry. who just completed his 20th NBA season. said taking the Prime gig was a “no-brainer” that could make the shift from playing to broadcasting smoother whenever he’s ready.

Haliburton, meanwhile, is still undecided about the long-term path. He said he doesn’t know whether his arrangement with Prime will continue next season when he returns to the court. or whether he’ll pursue broadcasting after retirement. “It’s definitely a possibility,” Haliburton said. “I’ve had a lot of conversations about do I want to coach or whatever. but me at 26 years old. I’m sure my answer would be very different when I’m ready to give up or stop playing. so it’s hard to say right now.”.

Cunningham said she’s still far from retirement, but she’s thinking about broadcasting. She said she hopes the current wave opens doors for other players still on active rosters. “I think hopefully this opens up more for other players to do what they are passionate about and get your feet wet a little bit while you’re still playing. ” Cunningham said. “When the ball stops bouncing. you’re setting yourself up and I just think it’s really cool that companies are starting to invest in us because they see us as more than just basketball players.”.

Somewhere between the Knicks’ on-ramp excitement and the day-to-day grind of an 82-game season. the new broadcast model is taking shape. The shift isn’t only about stars appearing on screen. It’s about active athletes bringing their current perspective into the studio—on nights they can make it. with basketball still running the clock.

NBA broadcasting WNBA broadcasting Prime Video NBA USA Network WNBA Draymond Green Kyle Lowry Tyrese Haliburton Sophie Cunningham Kelsey Plum Caitlin Clark media rights