WWE is set to take its weekly live show, “Raw,” to Netflix next month, marking a significant transition from its current cable television home. This move to Netflix, which boasts approximately 283 million subscribers globally, comes as WWE departs from the USA Network, where the show averaged 688,000 viewers during prime time last year, according to Nielsen ratings.
With the transition, WWE “Raw” will have access to a broader audience. Currently, “Raw” has been attracting around 1.5 million viewers on USA Network recently. The potential for reaching a larger viewership is complemented by Netflix’s strategy to feature more live events, particularly following a recent live boxing event that drew over 60 million viewers.
Since its inception in 1993, WWE has aired thousands of episodes of “Raw,” featuring popular wrestlers like Seth Rollins, CM Punk, and Rhea Ripley. The rights to “Raw” became a coveted asset, leading to WWE striking a deal with Netflix valued at over $5 billion.
Moreover, streaming on Netflix opens up new possibilities for WWE by alleviating concerns about censorship regarding language, violence, and suggestive content that wrestling fans have come to expect. WWE is proactive in promoting this shift to Netflix, aiming to broaden its viewership through various platforms.
During a recent Travis Scott concert, WWE’s chief content officer, Paul “Triple H” Levesque, announced from the stage that one of Scott’s songs would become the new theme for “Raw,” with Scott set to feature in the Netflix premiere on January 6.
WWE has a track record of placing itself before diverse and substantial audiences, including during events like the Super Bowl. The company’s visibility was recently highlighted when Patrick Mahomes, quarterback for the Kansas City Chiefs and MVP of Super Bowl LVII, shared a photo captioned with the Vince Lombardi trophy and a WWE championship belt on his social media after the game.
Netflix sees significant opportunities within live entertainment, aiming to enhance engagement across its various content offerings. Co-CEO Theodore Sarandos emphasized the importance of diversifying their programming during a recent quarterly earnings call, indicating that live programming will become a vital segment of their future strategy.
In addition to wrestling, Netflix has plans to stream two NFL games globally on Christmas Day, which is part of a three-year agreement with the league. According to JPMorgan analyst Doug Anmuth, this commitment to live programming is crucial as Netflix begins focusing more on sports entertainment and events going forward.
As this evolution unfolds, both WWE and Netflix appear poised to capitalize on the potential growth in viewership and engagement within the live events landscape.