In a major development for the Indian sports entertainment landscape, WWE's media rights are set to move from Sony Pictures Networks India (SPNI) to Netflix India, following the expiration of SPNI's current deal in March 2025. This marks a significant shift in how WWE content will be consumed in the country and signals Netflix India’s first venture into sports entertainment. The 10-year deal, which starts in 2025, has the potential to reshape the way Indian audiences engage with WWE.
Netflix Enters the Sports Entertainment Arena
The partnership with WWE is Netflix India's initial foray into the world of sports entertainment. While Netflix has made significant investments in live sports globally—such as with the NFL—it has previously avoided sports content in India, despite the country's massive cricket fanbase. A spokesperson for Netflix India confirmed to Economic Times that WWE content will be available on the platform starting in 2025. However, Sony Pictures Networks India has declined to comment on the transition.
This deal follows the expiration of WWE's five-year contract with SPNI, which is valued at an estimated $180-210 million. As WWE's media rights transition, the move from traditional television to streaming platforms poses a unique challenge for Netflix. WWE's Indian fanbase, which has been loyal to traditional TV networks for over two decades, will now be expected to make the switch to streaming services.
WWE's Long-Standing Legacy in India
WWE has been a staple of Indian television for more than 20 years. Originally broadcast on Ten Sports, the channel later became part of Sony Ten after SPNI acquired it from Zee Entertainment in 2016 for $385 million. This long-standing partnership has helped establish WWE as a household name in the country.
With the shift to Netflix, the platform aims to attract WWE's massive fanbase, potentially boosting its subscription numbers. Netflix India's move into sports content is seen as a strategic effort to capture a larger market share of sports enthusiasts, a segment dominated by rivals like Disney+ Hotstar and JioCinema, both of which offer coverage of the Indian Premier League (IPL) and major ICC tournaments.
A Competitive Streaming Landscape
The entry of Netflix into the sports domain adds a new layer of competition to an already crowded market. Disney+ Hotstar and JioCinema have firmly established themselves as leaders in Indian sports streaming. With exclusive rights to the IPL and ICC events, these platforms have an extensive reach, making it difficult for Netflix to immediately capture the sports audience.
While Netflix has insisted on exclusivity in India for WWE content, the streaming giant faces a tough battle in competing with these already dominant players. Analysts predict that SPNI’s loss of WWE content is a significant blow, as it is a key part of their sports programming lineup. To retain its audience, SPNI will likely need to seek out alternative sports entertainment content. However, SPNI has recently secured Asian Cricket Council rights for $170 million, which could help fill the void left by WWE.
Looking Ahead: WWE's Future in India
As WWE content transitions to Netflix in 2025, it represents a pivotal moment for both the streaming platform and the sports entertainment industry in India. The deal is expected to help Netflix India capture a portion of the vast sports market, potentially attracting new subscribers. However, it will also require Netflix to navigate a competitive landscape dominated by established sports streaming giants.
The long-standing popularity of WWE in India, combined with Netflix’s growing investment in sports content, creates exciting prospects for Indian viewers in the coming years. How well Netflix can convert WWE's massive fanbase into subscribers will likely determine the success of this strategic partnership.