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World Wrestling Entertainment (WWE) is set to transfer its media rights in India from Sony Pictures Networks India (SPNI) to Netflix India, marking a significant shift in the Indian sports entertainment market. This change comes as part of a global 10-year agreement valued at $5 billion, signed earlier this year between WWE’s parent company, TKO Group Holdings, and Netflix,
Transition of Media Rights Scheduled for March 2025
The transition of media rights is expected to take place after March 2025, following the expiration of WWE’s existing contract with SPNI. In 2020, SPNI renewed its deal with WWE, reportedly paying $180-210 million for the rights to broadcast WWE content over a five-year period. However, as WWE’s global deal with Netflix takes effect, the company will officially begin streaming WWE content exclusively in India by April 2025.
SPNI's Struggles and Netflix's Expansion into Sports
SPNI had expressed a strong desire to retain television rights for WWE content, even as WWE inked its global deal with Netflix. However, sources indicate that the digital performance of WWE content on SPNI's platform did not meet expectations. Despite these setbacks, Netflix aims to assert dominance in the Indian market by securing exclusive rights to WWE programming, aligning with the streaming giant's broader global strategy.
This deal marks Netflix India’s first venture into the sports entertainment market. While Netflix has ventured into live sports globally, notably through a partnership with the National Football League (NFL), it has refrained from entering the highly competitive Indian sports market, which is dominated by cricket.
Netflix's Debut in Indian Sports Entertainment
A Netflix India spokesperson confirmed that WWE programming will be available on the platform starting in 2025. This agreement represents a significant shift for WWE’s fanbase in India, which has long been accustomed to watching WWE content on traditional television networks like Ten Sports. WWE programming has been broadcast on Ten Sports since 2002, and in 2016, SPNI acquired Ten Sports from Zee Entertainment for $385 million, rebranding it as Sony Ten. The collaboration between WWE and SPNI has lasted for over two decades.
Exclusive Streaming of WWE Shows on Netflix
In January 2025, Netflix will begin streaming WWE’s flagship shows—Raw, SmackDown, and NXT—exclusively in key international markets including the United States, Canada, the UK, and South America. By April 2025, Netflix will extend this agreement to India, a critical market for WWE’s long-term global growth ambitions.
Ted Sarandos, co-CEO of Netflix, emphasized the platform’s commitment to offering unique, global, and youth-driven sports content. He noted that sports leagues, including WWE, are increasingly focusing on attracting younger, global audiences to ensure their long-term success. "Sports leagues are also keen to attract younger, global audiences to ensure long-term success," Sarandos remarked.
Challenges for Netflix in India’s Sports Market
While the deal represents a significant opportunity for Netflix, industry experts warn that transitioning WWE’s fanbase from traditional television to a subscription-based streaming model could be challenging in India. The country boasts an estimated 900 million television viewers, far surpassing the 547 million streaming users.
For Netflix India, which currently has 12 million subscribers, the partnership with WWE offers an opportunity to expand its user base. The platform hopes to tap into WWE’s passionate fanbase, which could result in substantial subscription growth.
SPNI’s Response and Strategic Shift
The loss of WWE rights is a blow to SPNI, which has relied on WWE as a cornerstone of its sports programming. In light of this, analysts suggest that SPNI may need to pivot toward other forms of sports entertainment to maintain its audience. Recently, SPNI acquired the Asian Cricket Council rights for $170 million, marking a shift in focus to other popular sports.
Meanwhile, Netflix is set to face stiff competition in India’s sports streaming market from established players like Disney+ Hotstar and JioCinema. Both platforms dominate the market with high-profile offerings such as the Indian Premier League and International Cricket Council tournaments.
The Future of Sports Streaming in India
As WWE’s content makes its move to Netflix, it signals the beginning of a new era for sports streaming in India. The landscape is evolving, with digital platforms increasingly becoming key players in broadcasting live sports. While challenges remain, particularly with regard to shifting traditional audiences to streaming, Netflix’s partnership with WWE represents a strategic move to establish dominance in a rapidly growing market.
This agreement not only highlights Netflix's expanding footprint in sports but also sets the stage for a more competitive and diverse sports entertainment landscape in India, with significant implications for both local and global streaming services.
