WWE Aims for Greater Horizons as Netflix Expands Live Event Offerings

Next month, WWE is set to make a significant leap as it brings its flagship weekly live show, “Raw,” to Netflix. This move is anticipated to vastly expand its audience compared to its current cable television home on the USA Network.

WWE is transitioning to a platform with around 283 million subscribers globally, leaving behind the USA Network, which averaged 688,000 viewers during prime time last year, according to Nielsen ratings. In just a month, “Raw” has consistently attracted approximately 1.5 million viewers on the USA Network.

This strategic transition comes as Netflix seeks to enhance its live event offerings following the overwhelming success of a recent matchup between Mike Tyson and Jake Paul, which garnered over 60 million viewers.

The WWE has produced thousands of episodes of “Raw” since its inception in 1993, showcasing iconic wrestlers such as Seth Rollins, CM Punk, and Rhea Ripley. Prior to securing a deal exceeding $5 billion with Netflix, the media rights associated with “Raw” had become a sought-after asset in the entertainment industry.

One of the advantages of this new partnership is that WWE can explore more creative freedom with its content. With Netflix, there’s less concern about censoring curse words or obscuring potentially graphic or risqué material, allowing for a rawer presentation.

As part of its efforts to promote this exciting shift, WWE is leveraging various platforms to reach a broader audience. During a Travis Scott concert last month, WWE’s chief content officer, Paul “Triple H” Levesque, revealed that one of Scott’s songs will become the new theme for “Raw,” and Scott is set to make an appearance on the debut episode of Netflix on January 6.

WWE has been adept at capturing new audiences, often making headlines during major events such as the Super Bowl. For instance, after Super Bowl LVII, Kansas City Chiefs quarterback and MVP Patrick Mahomes famously shared a photo on Twitter, holding both the Vince Lombardi Trophy and a WWE championship belt.

For Netflix, the move towards live programming signifies a pivotal shift in their entertainment strategy. Co-CEO Theodore Sarandos noted that they aim to enhance audience engagement through various types of content, including live events, complementing their scripted and unscripted programming.

Additionally, Netflix has announced plans to stream two National Football League games worldwide on Christmas Day as part of a three-year agreement with the league. According to JPMorgan analyst Doug Anmuth, live programming will play an essential role in Netflix’s evolving strategy, with increased focus on sports entertainment and events as the platform’s negotiating power grows.