1 million people streamed the opening game between the Illawarra Hawks and Brisbane Bullets on Facebook, the NBL announced.
The game, which was the most watched in NBL history, featured the debut of LaMelo Ball.
A video of Ball's crossover has over 2.5 million views on Twitter.
The NBL's Instagram has doubled its following since last season. Engagements on posts have also increased 250% on Facebook and 340% on Twitter.