Over the past few years, streaming services have taken over how we watch TV. No longer are viewers handcuffed to cable packages. With the increased number of streaming options, viewers now have many more options to choose from as a means of watching their favorite shows, movies, and even sports.
In a groundbreaking move, WWE (World Wrestling Entertainment) has teamed up with Netflix on a 10-year, $5 billion deal to stream its flagship program, Monday Night Raw, starting January 6, 2025. Netflix is also the home for WWE’s premium live events such as WrestleMania, SummerSlam, and the Royal Rumble, as well as a library for SmackDown and NXT episodes, making it a one-stop destination for wrestling fans. This partnership was executed with the intent of enhancing viewer experience, expanding WWE’s global reach, and tapping into new markets while eliminating numerous graphical and creative restrictions.
A Record-Breaking Start
The transition to Netflix and its presence in over 190 countries has offered wrestling fans unparalleled convenience and flexibility with an overall experience that traditional cable outlets could not provide. Without the constraints of scheduled programming, fans can tune into Monday Night Raw, Smackdown or NXT at any time, a perk for those with varying schedules, international audiences in different time zones and younger demographics accustomed to on-demand content.
The premiere episode of Monday Night Raw proved to be a resounding success, bringing in 4.9 million global viewers, with 2.6 million households in the United States watching the show live—a 116% increase in ratings compared to the previous year when the program aired on traditional cable.
New Opportunities and Expanded Programming
WWE’s partnership with Netflix has opened doors for the company to try out new content formats previously unavailable. In addition to live events, the company can include exclusive documentaries, behind-the-scenes specials, and interactive shows that dive deeper into the backstories and personalities of WWE performers.
The move has also allowed the WWE to tinker with timing of their flagship show. For years, Raw was shackled with two- or three-hour blocks, meaning matches or segments were occasionally cut short or eliminated completely. Without the need for commercials or programming schedules, the WWE can now finish an episode without rushing or eliminating talent from the spotlight.
Something for Everyone
Speaking of talent, fans can now enjoy their favorite wrestlers without the handcuffs of cable TV ratings and censors. This is not saying that the WWE will return to antics of the Attitude Era, but there is more of a Ruthless Aggression era feel to the show than the PG rating content that the company has been dishing out since 2008. With more freedom on the mic during promos and the ability to show a little bit of blood to enhance big rival matches, the WWE has taken advantage of its new home to show more mature broadcasts.
The Betting Market
With increased visibility thanks to Netflix being a global platform, sportsbooks have also been able to expand their offerings, providing a variety of betting markets on match outcomes and storylines. While professional wrestling is a scripted event with pre-determined winners, fans still place wagers on their favorite wrestlers and the outcomes of matches, adding an extra element of excitement to the card. And with major events such as WrestleMania and SummerSlam, hardcore wrestling fans and casual bettors are often treated to betting bonuses tied into the show by way of prop bets and match outcomes.
Although the partnership brought numerous advantages, it hasn’t been without its challenges. The move from mainstream traditional cable networks such as USA, means that fans not only have to have a Netflix membership, but also be familiar with how to use the streaming service. While there have been minimal issues to date, the WWE also has to worry about the streaming infrastructure’s ability to handle the demands of live programming for a massive amount of households at one time, something the NFL experienced with their Christmas Day games.
As the worldwide leader in ‘sports entertainment,’ WWE has officially cemented itself as the industry’s leader in the streaming era. If early returns are any indication, the WWE now has the ability to innovate in ways never before thought possible and the potential to revolutionize how wrestling is consumed in the future.