Nick Khan, WWE’s president, had long predicted that Netflix would eventually enter live programming, a forecast that seemed unlikely to many at the time. This prediction became a reality with the launch of WWE’s 10-year partnership with Netflix, a deal valued at over $5 billion. The agreement makes Netflix the exclusive home for WWE content, including “Monday Night Raw,” “Smackdown,” and “NXT,” as well as major events like WrestleMania. The partnership will initially cover the U.S., Canada, the UK, and Latin America, with plans to expand to additional countries in the future.
This agreement marks a significant shift for WWE’s content distribution. “Raw,” which has been airing since 1993, moves to Netflix, continuing its run as the longest-running weekly episodic series. Bela Bajaria, Netflix’s chief content officer, emphasized WWE’s ability to attract a broad, multigenerational audience and create exciting moments, aligning with Netflix’s global reach and family-friendly offerings. With WWE’s worldwide fanbase and Netflix’s massive subscriber base, this collaboration is expected to significantly increase viewership and broaden WWE’s presence in more markets.
WWE has been expanding internationally in recent years, with half of its premium live events now taking place overseas. The company also plans to build momentum for WrestleMania by embarking on a European tour in March. WWE’s growth has been fueled by the leadership of Nick Khan and Paul “Triple H” Levesque, even in the face of challenges, such as former chairman Vince McMahon’s resignation in 2023. WWE’s resilience, combined with its merger with UFC to form TKO Group Holdings, has positioned the company for continued success.
Netflix’s shift to live programming follows a gradual evolution of the streaming service’s strategy, with the inclusion of live sports and other live events like Chris Rock’s comedy special. Previously hesitant about live content, Netflix has turned to sports-focused programming, with the success of shows like “Drive to Survive” about Formula 1 showing the potential for a larger audience. WWE is seen as a natural fit for this strategy, as the company’s live events and weekly shows offer a chance to attract more viewers.
As WWE’s “Raw” premieres on Netflix, the partnership has the potential to reach a global audience. WWE stars such as Roman Reigns and John Cena, who is nearing retirement, will play a significant role in drawing attention to the high-profile events. The first episode of “Raw” on Netflix is expected to have the feel of a premium live event, setting the stage for a new era of WWE content on the streaming platform.
