Evaluating the Network’s success, Ed Wells, SVP & MD of International for WWE, declared that the company was reaching the “light at the end of the long dark hallway.” He shared some key lessons that will provide food for thought for other content providers moving towards a more millennials-focused digital distribution strategy.
Notably, Wells explained that WWE Network-driven digital engagement has helped drive a 2–3% global ratings increase for its flagship, advertising-supported Raw and Smackdown shows, both of which continue to air on a first-run basis only via broadcast TV. The finding supported his claim that OTT viewing on other platforms and devices is additive and is serving to boost the overall audience for WWE’s programming. It will also provide encouragement for other broadcasters and content owners seeking to maintain their linear TV ratings at the same time as building a digital following.
via TV Connect 2015 Day 2 highlights: WWE Network starting to pay off | IP&TV News.