The WNBA Duo That Goes Viral With Twitch Hangouts

Courtney Williams and Natisha Hiedeman are WNBA veterans whose careers add up to 15 years in the league. But in 2025, they broke new ground simply by launching a Twitch channel called “StudBudz,” which in just two weeks has already drawn over 10,000 followers.

The concept is simple: Williams and Hiedeman sit together, turn on the camera and hang out like two friends, except this time with thousands of people watching through their screens. Whether they’re reacting to WNBA games, interviewing teammates and competitors, or dyeing their hair pink, fans tune in for streams that range from 90 minutes to four hours.

“It just started off with friendship, really. And, you know, we knew about Twitch, so we just thought it would be a good idea for us to get on there. We didn’t know it was gonna, like, blow up that fast,” Hiedeman told Forbes. “There’s so many people on there, but it’s been really fun for us. And me and Courtney have been spending a lot of time together.”

Now teammates on the Minnesota Lynx, Williams and Hiedeman have brought others from the squad on stream, including Alissa Pili, who showed off her singing chops, and Diamond Miller, now a recurring guest. But the vibe isn’t limited to teammates—rivals are joining the fun too.

DiJonai Carrington, a guard-forward with the Dallas Wings, appeared in person from the team hotel during a Lynx road trip. Another time, Marina Mabrey joined via FaceTime.

“Honestly, we’ve been, we’ve been getting a lot of support, and I think a lot of players want to come on, so definitely going to have more players and people on in the future and super excited for that,” Hiedeman said.

Players now use social media on their own terms

StudBudz is catching fire at a time when WNBA players are taking greater control of their image and using digital platforms to share real, unfiltered moments. Hiedeman and Williams chose Twitch, but others are leaning into TikTok.

NaLyssa Smith and Carrington often go live on TikTok to casually chat with fans. Kamilla Cardoso has become widely known for her hilarious livestreams, often using wigs and props and clapping back at trolls without hesitation. More recently, Mabrey—already a fan favorite—gained even more reach after spending her offseason with the 3×3 league Unrivaled.

Williams and Hiedeman also played in Unrivaled during the offseason, a league that has leaned heavily on media to amplify both its brand and its athletes’ individual stories. Many players are now carrying those lessons into the WNBA season.

“Content and player storytelling is at the core of Unrivaled, and players have increasingly recognized the power that social media holds when it comes to amplifying their unique personalities off the court,” Unrivaled Chief Content Officer John Learing told Forbes. “It was important for us to give players the platform and resources to lean into their social presence, and it’s been fun to watch them take advantage of the environment Unrivaled created in Miami to continue building their brands in this way.”

For Hiedeman, it’s about knowing how to use social media to your advantage:

“Obviously, the internet could be very good, it could be very bad. So just being seen in a positive light, I think that the internet has given a lot of people opportunities to show who they are off the court, and I think it’s important for you know fans to get to see just not who we are as athletes but as people as well.”

Authenticity at the top of the game

What sets this player-driven content apart is its authenticity. It helps fans connect with players as people, not just athletes. In the case of StudBudz, Williams and Hiedeman highlight a part of the WNBA community that has often been sidelined in mainstream marketing: lesbian “studs,” or women who present in a more masculine way.

But for Hiedeman, it’s not about messaging—it’s just real life.

“I think it’s just who we are, and I think that me and Courtney just embrace who we are as people, who we are as athletes. And I think that’s kind of where the name came from. For sure, we’re just two stud buds hanging out,” she said.

And the visibility is paying off. StudBudz has been picked up by major outlets and women’s sports-focused accounts, proving that the appetite for athlete-led content is strong.

“I feel like we got a lot of support. You know, we were shared on ESPN, Overtime, you know, a couple mentions from the commentators during games, on the Sue Bird and Megan Rapinoe podcast,” Hiedeman said. “So definitely a lot of love. And I think people are really enjoying it. So, yeah, the traction is great, and we love it. We’ve been having fun. And again, we just being ourselves.”

With visibility comes opportunity. Twitch offers monetization through its Affiliate and Partner programs, along with features like Subscriptions and Bits. There’s also room for brand sponsorships and cross-promotion, all of which can grow out of the success of a single stream.

And the StudBudz are already thinking ahead.

“I think the future is super bright for us, and exciting. We got merch coming out, everything. So it’s gonna be, it’s gonna be a vibe,” Hiedeman said.