LOS ANGELES — Nick Khan’s foresight has come to fruition as the world of sports entertainment evolves, aligning WWE with Netflix.
Khan, the president of the World Wrestling Entertainment, previously indicated in earnings calls that he anticipated Netflix would eventually delve into live programming. This perspective raised eyebrows among Netflix executives at the time.
However, Khan recognized the streaming platform’s strategic hires and its expanding portfolio, which has begun to cater to diverse family audiences.
The highly anticipated 1,650th episode of “Monday Night Raw” aired from the Intuit Dome near Los Angeles, marking the official commencement of WWE’s decade-long partnership with Netflix.
The agreement, finalized last January, exceeds $5 billion, with an option for Netflix to continue it for another ten years or to opt-out after five.
“We aim to make WWE accessible in all 50 states and internationally, and we see Netflix striving for the same goal,” Khan stated.
Netflix now serves as the exclusive source for “Raw” in the United States, Canada, the UK, and Latin America, with plans to expand to additional markets soon.
A significant aspect of the partnership includes Netflix streaming WWE’s lineup internationally, encompassing programs like “Smackdown” and “NXT,” along with premium live events such as WrestleMania, SummerSlam, and Royal Rumble.
In the U.S., “Smackdown” moved from Fox to USA Network while “NXT” transitioned from USA Network to the CW three months ago. Peacock presently holds rights to WWE’s premium live events until March 2026.
Debuting on January 11, 1993, “Raw” is recognized as the longest-running weekly episodic series on television, having spent a significant portion of its time on USA Network, with a previous stint at Spike TV, now known as Paramount Network.
“With its compelling storytelling and unforgettable characters, combining this intense passion for the WWE with its global outreach creates a remarkable opportunity,” shared Bela Bajaria, Netflix’s chief content officer.
“We appreciate the show’s multigenerational appeal, as it aligns perfectly with our content strategy, delivering excitement to our subscribers throughout the year.”
Throughout the past year, WWE’s global footprint has grown, with almost half of its premium events hosted outside the U.S. The organization also plans an extensive European tour in March to drum up excitement for WrestleMania 41, set for April 19 and 20 in Las Vegas.
Khan noted that WWE had initially approached Netflix regarding its rights in 2018, but at the time, the streaming service was not ready to include live events in its lineup.
Netflix has ramped up efforts over the past year, expanding beyond sports to also include features like Chris Rock’s comedy special and the roast of Tom Brady.
Brandon Riegg, Netflix’s vice president of nonfiction series and sports, emphasized that the weekly social media buzz surrounding “Raw,” coupled with WWE’s consistent audience, made this partnership a natural fit.
Additionally, he believes Netflix has the potential to broaden WWE’s viewership similar to how it revitalized interest in Formula 1 through the “Drive to Survive” series.
Riegg remarked, “This collaboration aligns perfectly with our larger strategy of producing substantial events like the Tyson-Paul fight and Christmas NFL games, while simultaneously offering a continuous stream of thrilling live content throughout the year.”
According to Nielsen’s data, “Raw’s” last episode on USA Network attracted an average of 1.6 million viewers, notably competing against the “Monday Night Football” game featuring the Detroit Lions versus the San Francisco 49ers.
Khan and WWE chief content officer Paul “Triple H” Levesque assured fans that transitioning “Raw” to a streaming platform will not adversely affect its ratings.
Though “Raw” once pushed boundaries during the “Attitude Era” in the late 1990s, its content has evolved significantly since then.
“Our content remains inclusive and accessible for families. We won’t sacrifice that essence while also enhancing and diversifying our offerings,” affirmed Levesque.
Despite challenges, WWE’s storytelling and character development have continued to thrive. The resignation of former chairman Vince McMahon last January amidst a sexual misconduct lawsuit posed challenges, but WWE’s acquisition by Endeavor, leading to the merger with the UFC to create TKO Group Holdings, has paved a new path.
WWE reported 44 sellouts for TV broadcasts and a total of 66 sellouts, including house shows and premium events, for 2024.
Cody Rhodes, the reigning WWE champion, expressed gratitude towards Khan and Levesque for their guidance in maintaining the company’s trajectory, along with a strategic reduction of non-televised events to prevent talent burnout.
Levesque indicated that Monday’s show would feel akin to a premium live event, featuring John Cena, who is set to embark on his farewell tour, leading with three main event matchups.
There is also speculation that Dwayne “The Rock” Johnson may make a guest appearance.
Roman Reigns, one of the main event participants, acknowledged the magnitude of the night, aware that this partnership with Netflix carries immense significance for WWE.
“This is Netflix, and the global reach is tremendous. I anticipate a significant audience, and the excitement is palpable,” he noted.