Netflix enters live stream ring with Paul vs Tyson: Will WWE help it deliver a knockout?

The recent boxing match between Jake Paul and Mike Tyson on Netflix has not only captivated audiences but also highlighted the platform's potential in live sports streaming. Held in early November, 2024, the fight attracted a staggering 65 million viewers globally, with peak viewership reaching 60 million households. Despite some technical issues, the event marked a significant milestone for Netflix as it seeks to diversify its content offerings and engage sports fans.

Then there was the announcement of WWE (Worldwide Wrestling Federation) starting to be streamed on Netflix from January 2025 (in US, UK, Canada, LatAm, with other countries to be added subsequently), including marquee properties like WrestleMania, Summer Slam, and Royal Rumble for international audiences across the world, including India.

66% of B2B buyers in India say video influences their purchasing decisions: LinkedIn

As Vaibhav Kandpal, CEO & Founder of Lead Experts, notes, Netflix’s decision to incorporate live events like the Paul-Tyson fight and the upcoming exclusive streaming of WWE from January 2025 signals a strategic pivot. He states, “By diversifying its content with live sports and entertainment, Netflix aims to capture a larger and more varied audience base.” Live events inherently offer higher viewer engagement, making them attractive to advertisers. This move positions Netflix as a competitive player in the advertising market, providing significant opportunities for premium ad placements during high-demand live events.

The partnership with WWE is particularly noteworthy. WWE will transition its flagship show, Raw, to Netflix starting January 2025 under a deal valued at over $5 billion for 10 years. This agreement represents a substantial increase from WWE's previous contracts, doubling their revenue from traditional cable networks. Loyana Anand, Senior Manager of Strategic Partnerships & Growth, emphasizes that “the upcoming WWE partnership positions Netflix to capture dedicated global fan bases while creating premium advertising opportunities.”

The Indian Context

In India, where the sports marketing industry is projected to reach $130 billion by 2030, according to a recently published report by Google and Deloitte, this shift is especially relevant. The country boasts a diverse sports fanbase of 655 million, with women representing 36% of fans and 59% residing in rural areas.

The Google-Deloitte report on sports entertainment marketing underscores this trend, noting that “93% of Gen Z fans consume sports content digitally,” indicating a shift towards on-demand viewing. This digital transformation aligns with Netflix's strategy to cater to younger audiences who prefer interactive and personalized experiences.

Kandpal argues that introducing popular live content like WWE could serve as a catalyst for launching an ad-supported model in India, saying, “For brands, an ad-supported Netflix tier would provide a unique opportunity to reach a growing and highly engaged audience in a premium digital environment.” This strategy would not only help expand Netflix's subscriber base but also open new revenue channels through advertising.

Advertising Revenue Insights

Major sporting events like the Indian Premier League generated approximately ?10,120 crore in ad revenue in 2023 alone. A marketing industry veteran highlights that while cricket remains king in India, “we are definitely evolving into a cricket-plus nation,” suggesting that WWE's established popularity could attract new audiences.

The integration of live sports content is expected to contribute significantly to Netflix’s advertising revenue streams. Currently, WWE's events generate substantial ad revenue through traditional channels; however, this new streaming model could attract advertisers looking for innovative ways to engage with audiences.

Anand agrees that For Netflix India, WWE's established popularity creates an ideal gateway for expanding its ad-supported model. “The platform can leverage WWE's consistent year-round programming to build advertiser confidence while testing audience receptivity to ad-supported content. This combines global reach with local market dynamics, offering advertisers precise targeting across premium live entertainment.”

Both the Jake Paul vs. Mike Tyson fight and WWE's upcoming streaming partnership with Netflix underscore a significant evolution in how sports entertainment is consumed and monetized. These developments highlight the potential for increased viewership and engagement while signaling a lucrative future for advertising within the evolving landscape of digital media—especially in markets like India where sports fandom is rapidly diversifying.

As the marketing expert concludes, “WWE (formerly WWF) has had a loyal fan base from the days of video cassettes of marquee matches, and the proliferation of cheap digital and devices has only increased the appetite of new audiences. If properly leveraged, which I’m sure Netflix will do, it can become an attractive ad prospect for a multitude of brands.”