WWE RAW’S HITS SLUMP: GROWING PAINS OR A BIGGER ISSUE?

5:00 PM   Mimi , RAW , WWE

Words by: Mimi JL

Is the WWE on Netflix honeymoon phase over? As I’ve said before, the move to Netflix had me concerned, given its history on a linear platform. We recall, January 6 kicked off big. That hype train is slowing down fast though. The latest numbers show Raw’s global viewership has dropped to 2.6 million for the February 24 episode; it’s the lowest since hitting Netflix. That’s a 56% drop from the 5.9 million who tuned in on January 6 when legends like The Rock, Travis Scott, and Penta’s debut brought in a big audience.

We already know Netflix’s Tudum analysis isn’t your traditional Nielsen. It only counts global viewership over a seven-day period, while Nielsen strictly measures live and same-day views in the U.S. This technically means it’s hard to compare Raw’s current status to its sister brand, SmackDown, on the USA Network. What’s clear is that the initial hype hasn’t turned into consistent growth.

After starting off at a hot 5.9M, to date, Raw settles in at 2.8-3M viewers. Netflix only reports shows that crack the Top 10. If Raw drops out, the numbers will disappear from the conversation. This past Raw, which was a post-PLE episode, should tell us much about whether Raw is finding its new norm or if the slide continues.

Here are a few points to think about:

• Casual Fans (or their pockets) might not be hooked yet; they were banking on grabbing a new audience through Netflix, but are those fans sticking around?;
• Does the live experience still matter? Netflix lets fans watch whenever, unlike cable, where people tune in live to avoid spoilers. This could mean folks are more casual with their viewing habits like they have been for the past decade (side-eye);
• Growing Pains, or a Bigger Problem. WWE’s Netflix deal runs up to 10 years, but there’s a 5-year opt-out. If the numbers keep falling, will Netflix start sweating?

Again, the move to Netflix was a big and bold one that continues to concern me. Although these are valid points, there’s still time to course correct. Whether it be marketing tactics or maybe a linear show lead-in to streaming, though an additional network deal or production costs could be a factor. Maybe more exclusive digital content could spark interest?

One thing’s for sure: all eyes will be on this week’s ratings.

Is time telling?

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