Streaming into 2025: WWE's Big Move to Netflix from Sony and What It Means for India
What India’s WWE fans can expect as the streaming giant takes over
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As we kick off 2025, one word defines the year ahead: Action. We're entering a pivotal phase where the eyeball and streaming economy continues to surge, transforming how people consume media, engage with entertainment, and interact with technology. The explosion of video-first ecosystems is undeniable—we're seeing it in Gaming, Ad Tech, Media platforms, and beyond.
In India and the Middle East, the growth numbers speak for themselves: the gaming sector is poised for a remarkable 15.68% CAGR in India, while Ad Tech is surging at 23% CAGR in India and 7.4% CAGR in the Middle East + M&E is at 9% CAGR in India and 9.41% CAGR in the Middle East.
The combined Media & Entertainment markets in these regions are projected to exceed USD $100 billion by 2029.
Our annual predictions for India's M&E landscape (available here) reflect these seismic shifts, and we hope all of you are doubling down on opportunities within this space!
Agenda
The Future of WWE in India: From SonyLIV to Netflix
A Legacy Built by Sony
Why Netflix and Why Now?
Impact on Indian Audiences
The Bigger Picture: Sports IPs in Transition
What’s Next for WWE and Netflix in India?
And….Action!
The Future of WWE in India: From SonyLIV to Netflix
As we welcome 2025, the streaming landscape in India is gearing up for a monumental shift. WWE, a name synonymous with global sports entertainment, will transition its broadcasting rights in India from Sony to Netflix in April 2025 (Sony India's WWE broadcasting rights are set to expire in April 2025, following the conclusion of a five-year agreement signed in 2020. This deal, valued at over $200 million, ensured WWE's weekly shows and pay-per-view events were broadcast across Sony's TV channels and on the SonyLIV app.). This marks the end of a two-decade-long partnership with Sony, a collaboration that significantly shaped WWE’s presence in India. For streaming enthusiasts and WWE fans alike, this move raises intriguing questions about the future of sports IP distribution and the evolving preferences of Indian audiences. This will also mean that the Monday Night Raw premiere on January 6th, 2025 on Netflix (globally and not in India) will only be available on Sony’s Sports channels on TV and not on their popular OTT service, SonyLIV.
A Legacy Built by Sony
Since its inception in India, WWE has enjoyed unparalleled success, becoming a staple of Indian pop culture. Sony’s strategic efforts over the past 20 years were instrumental in this journey. The broadcaster didn’t just air WWE shows; it actively promoted live events, localized marketing campaigns, and amplified the profiles of WWE Superstars. The $200 million-plus 5 year deal Sony signed in 2020 ensured WWE’s visibility on TV and digital platforms, with affordable subscription tiers like the WWE Network on SonyLIV priced under $5 annually.
Why Netflix and Why Now?
WWE's "Monday Night Raw" is set to make its Netflix debut on January 6, 2025, live from the Intuit Dome in Inglewood, California. This event marks the beginning of a 10-year, $5 billion partnership between WWE and Netflix, transitioning "Raw" from its long-standing home on USA Network to the streaming platform.
The premiere will feature appearances from prominent WWE Superstars, including John Cena, who is commencing his farewell tour, and Roman Reigns. Additionally, rapper Travis Scott is scheduled to perform the program's new theme song.
This move is part of Netflix's broader strategy to incorporate live programming into its platform, following recent live events such as the Jake Paul-Mike Tyson fight and NFL Christmas Day games. For WWE, the partnership aims to expand its global audience by leveraging Netflix's extensive reach.
The transition also signifies the end of the WWE OTT platform, which is being phased out, with its content migrating to Netflix.t migrating to Netflix. While Netflix will offer a selection of WWE's top moments and historical events, there are concerns about the availability of the full WWE video library, with reports indicating that only a limited selection of pay-per-views will be available initially.
As WWE embarks on this new era with Netflix, fans can anticipate a blend of traditional wrestling entertainment infused with innovative live programming, aiming to enhance viewer engagement and expand WWE's global footprint.
Plus With over 500 million WWE fans globally—a significant chunk of whom reside in India—this partnership could redefine how premium sports content is consumed in price-sensitive regions.
The transition also reflects the fragile nature of global sports streaming rights. While WWE’s global deal with Netflix fuels its ambitions in North America and Western Europe, country-specific rights and existing deals add layers of complexity. For instance, WWE Raw’s premiere on Netflix outside India on January 6 demonstrates the phased rollout approach required to honor legacy agreements, like those with Sony Sports.
Impact on Indian Audiences
For India, the switch to Netflix represents both an opportunity and a challenge. WWE’s Indian fanbase is the largest worldwide, and their reaction will be pivotal in shaping the partnership’s success. Indian fans have voiced frustrations about SonyLIV’s user experience, from streaming quality issues to app interface glitches. Reddit forums and fan communities are abuzz with optimism about WWE’s move to Netflix, with many citing Netflix’s reliability and premium interface as significant improvements.
However, price sensitivity in India remains a potential hurdle. Netflix’s higher subscription fees compared to SonyLIV’s affordable WWE Network tier may limit accessibility for a broader audience. This raises the question: Can Netflix bridge the gap between premium content delivery and mass-market affordability?
The Bigger Picture: Sports IPs in Transition
This development isn’t just about WWE. It highlights broader trends in the sports IP ecosystem:
Shifting Revenue Models: As streaming platforms like Netflix bid for exclusive rights, traditional broadcasters must innovate or risk losing market share.
Localized Dynamics: Individual country rights, as seen with WWE’s staggered rollout on Netflix, influence pricing, revenue, and viewership dynamics.
User Experience Matters: In an era where quality of experience often trumps content exclusivity, platforms like SonyLIV must address user feedback to remain competitive.
What’s Next for WWE and Netflix in India?
As we approach April 2025, all eyes will be on how Netflix integrates WWE into its Indian strategy. Will it offer tiered pricing models or bundle sports content to attract a wider audience? And how will Sony pivot after losing one of its flagship sports properties? Will this lead to increased piracy for WWE content specifically for die hard fans who cannot afford a Netflix subscription (Standard Plan of Rs. 499 / month and Mobile only plan of Rs. 199 / month)?
For fans, this transition signals an exciting albeit confusing era of high-quality streaming. For the industry, it’s a reminder that the battle for sports IPs is far from over. In the end, the winner will be the one who delivers not just the best content but the best experience.
Here’s to a thrilling start to 2025!
What do you think about WWE’s move to Netflix? Will it reshape the streaming dynamics in India, or is it a gamble in a price-sensitive market?
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That's a great insight, if leaves quite a bit wanting because of your understandable refusal to dig deeper into its linear TV legacy with the erstwhile-Taj Entertainment Network (TEN) which was unlike that reddit post, was originally taken over by now scorned-partner ZEE in said years followed by now-Culver Max Entertainment (Sony Pictures Entertainment's Singapore-reliant Indian business; which tried to build up on that that historic acquisition deal with even bigger, merging with ZEE) by 2016-17.