diff --git a/src/features/liveNow/index.tsx b/src/features/liveNow/index.tsx
index c30ce78fa7..77d1289415 100644
--- a/src/features/liveNow/index.tsx
+++ b/src/features/liveNow/index.tsx
@@ -26,7 +26,7 @@ import {useTickEveryMinute} from '#/state/shell'
 import * as Toast from '#/view/com/util/Toast'
 import {useDialogContext} from '#/components/Dialog'
 import {useAnalytics} from '#/analytics'
-import {getLiveServiceNames} from '#/features/liveNow/utils'
+import {getLiveNowHost, getLiveServiceNames} from '#/features/liveNow/utils'
 import type * as bsky from '#/types/bsky'
 
 export * from '#/features/liveNow/utils'
@@ -35,10 +35,6 @@ export const DEFAULT_ALLOWED_DOMAINS = [
   'twitch.tv',
   'stream.place',
   'bluecast.app',
-
-  // TODO remove need for subdomains
-  'www.twitch.tv',
-  'www.bluecast.app',
 ]
 
 export type LiveNowConfig = {
@@ -153,10 +149,10 @@ export function isStatusValidForViewers(
   try {
     const {host: liveDid} = new AtUri(status.uri)
     if (AppBskyEmbedExternal.isView(status.embed)) {
-      const url = new URL(status.embed.external.uri)
+      const host = getLiveNowHost(status.embed.external.uri)
       const exception = config.allowedHostsExceptionsByDid.get(liveDid)
-      const isValidException = exception ? exception.has(url.hostname) : false
-      const isValidForAnyone = config.defaultAllowedHosts.has(url.hostname)
+      const isValidException = exception ? exception.has(host) : false
+      const isValidForAnyone = config.defaultAllowedHosts.has(host)
       return isValidException || isValidForAnyone
     } else {
       return false
@@ -176,8 +172,8 @@ export function useLiveLinkMetaQuery(url: string | null) {
     queryKey: ['link-meta', url],
     queryFn: async () => {
       if (!url) return undefined
-      const urlp = new URL(url)
-      if (!liveNowConfig.currentAccountAllowedHosts.has(urlp.hostname)) {
+      const host = getLiveNowHost(url)
+      if (!liveNowConfig.currentAccountAllowedHosts.has(host)) {
         const {formatted} = getLiveServiceNames(
           liveNowConfig.currentAccountAllowedHosts,
         )
diff --git a/src/features/liveNow/utils.ts b/src/features/liveNow/utils.ts
index ad9a5c3c46..90a6877c08 100644
--- a/src/features/liveNow/utils.ts
+++ b/src/features/liveNow/utils.ts
@@ -1,5 +1,6 @@
 import {type I18n} from '@lingui/core'
 import {plural} from '@lingui/macro'
+import psl from 'psl'
 
 export function displayDuration(i18n: I18n, durationInMinutes: number) {
   const roundedDurationInMinutes = Math.round(durationInMinutes)
@@ -25,27 +26,48 @@ export function displayDuration(i18n: I18n, durationInMinutes: number) {
 
 const serviceUrlToNameMap: Record<string, string> = {
   'twitch.tv': 'Twitch',
-  'www.twitch.tv': 'Twitch',
   'youtube.com': 'YouTube',
-  'www.youtube.com': 'YouTube',
-  'youtu.be': 'YouTube',
   'nba.com': 'NBA',
-  'www.nba.com': 'NBA',
   'nba.smart.link': 'nba.smart.link',
   'espn.com': 'ESPN',
-  'www.espn.com': 'ESPN',
   'stream.place': 'Streamplace',
   'skylight.social': 'Skylight',
   'bluecast.app': 'Bluecast',
-  'www.bluecast.app': 'Bluecast',
 }
 
 export function getLiveServiceNames(domains: Set<string>) {
+  console.log(domains)
   const names = Array.from(
-    new Set(Array.from(domains.values()).map(d => serviceUrlToNameMap[d] || d)),
+    new Set(
+      Array.from(domains.values())
+        .map(d => sanitizeLiveNowHost(d))
+        .map(d => serviceUrlToNameMap[d] || d),
+    ),
   )
   return {
     names,
     formatted: names.join(', '),
   }
 }
+
+export function sanitizeLiveNowHost(hostname: string) {
+  // special case this one
+  if (hostname === 'nba.smart.link') {
+    return hostname
+  }
+  const parsed = psl.parse(hostname)
+  if (parsed.error || !parsed.listed || !parsed.domain) {
+    // fall back to dumb version
+    return hostname.replace(/^www\./, '')
+  }
+  return parsed.domain
+}
+
+/**
+ * Extracts the apex domain from a given URL, for use when matching allowed
+ * Live Now hosts.
+ */
+export function getLiveNowHost(url: string) {
+  const {hostname} = new URL(url)
+  return sanitizeLiveNowHost(hostname)
+}