WWE data shows regular sports can succeed on Netflix
WWE data shows regular sports can succeed on Netflix
New data from Ampere Analysis shows that viewers are churning more after one-off sporting events than they are after regular ‘WWE Raw’ broadcasts.
There’s been a lot of talk about Netflix and its thoughts regarding sports in 2025. After many years of not making any attempts to secure sports rights, Netflix has made calculated investments in sporting events in recent months. Its biggest splashes were the acquisition of a package of Christmas Day NFL games, starting in 2024, and the rights to stream “WWE Raw” each week on a global scale. Netflix has pursued a philosophy of only going after sports that it can transform into major viewing events, but new data from Ampere Analysis regarding churn rates following big-name Netflix events sports demonstrates that it might be time to change its thinking.
Key Details:
- Raw numbers: WWE content has amassed more than 300 million viewing hours in the first half of 2025 on Netflix.
- Churn rate down: Customers who sign up for one-off sports events have a higher churn rate than “Raw” viewers.
- Time to think about it: Netflix recently indicated it wasn’t likely to go for a big package of NFL games, but that could change.
According to Ampere’s data, WWE content, including “Raw,” special events, and other shows has compiled more than 300 million viewing hours on Netflix in the first half of 2025 alone. Only “Raw” streams on the service in the United States, but in other global territories, WWE streams episodes of “SmackDown,” premium live events, and more WWE titles are available on Netflix.
Ampere’s data shows that “Raw” is building a consistent weekly audience, averaging 6.5 million viewing hours per broadcast. “WrestleMania 2025” brought in 19.8 million viewing hours in April, and it all adds up to the fact that Netflix has built a loyal fanbase of WWE fans around the world.
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If the 88.6 million hours “WWE Raw” generated in total over the first half of 2025 were treated as an episodic “season,” it would rank third among all TV shows in that period of time. Considering that “Raw” is only available to around 52% of global Netflix customers, that’s an impressive feat.
The statistics that might change Netflix’s mind about pursuing more sweeping sports packages show that U.S. customers who signed up for Netflix after the premiere of “WWE Raw” had a lower churn rate than those who signed up to watch one-off sporting events. Only 18.2% of viewers who signed up to stream “WWE Raw” churned in the weeks after its premiere in January, whereas customers who signed up for the Jake Paul vs. Mike Tyson fight churned at a rate of 25.6%, and those who subscribed to watch last year’s NFL games on Christmas churned at a 27.2% clip.
Ampere’s data also shows that American WWE viewers with a Netflix subscription grew from 62% in the third quarter of 2024 to 76% in the first quarter of 2025, showing the streamer’s ability to draw — and hold — the attention of sports fans. That could mean some changes are in store for the streamer’s conservative policies surrounding live sports.
Those policies are still in effect, as Netflix’s co-CEO Greg Peters said last week that the company is unlikely to pursue a large package of NFL games. This data might give Netflix cause to rethink that philosophy, however, as the data indicates regular live sporting events can create a loyal customer base for the streamer and lower churn.
The NFL wants to sit down and talk with programmers as early as next year, but Netflix still has some time to consider whether or not it really wants to sit negotiations out. Ampere’s data shows that a reconsideration of its reticent nature regarding live sports might not be a terrible idea.
Netflix
Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”