Netflix India readying to get into the Ring with WWE in sports entertainment foray

Sports entertainment powerhouse WWE is preparing to transfer its media rights in India from Sony Pictures Networks India (SPNI) to Netflix India as part of a global 10-year, $5 billion agreement that its owner, TKO Group Holdings, signed with the streaming platform earlier this year.The transition, expected to start after March 2025, coincides with the expiration of WWE’s current deal with SPNI. In 2020, SPNI renewed the WWE media rights for an estimated $180-210 million over five years.

SPNI has been keen to retain TV rights despite the global Netflix deal, according to people familiar with the matter, as the property didn’t perform well on the digital platform during the ongoing rights cycle. However, Netflix is determined to maintain exclusivity in the Indian market, they said.

The partnership marks Netflix India’s entry into sports entertainment. While Netflix has been investing in live sports globally, including with the National Football League, its Indian operations have traditionally steered clear of sports, including cricket, which is the most-watched sport in the country across both television and digital platforms.

A Netflix India spokesperson confirmed that WWE content would be available on the platform starting in 2025. However, SPNI declined to comment on the matter.

WWE programming has been a staple on Ten Sports in India since 2002. SPNI acquired the sports network in 2016 for $385 million from Zee Entertainment and subsequently rebranded it as Sony Ten. Across Ten Sports and Sony Sports, WWE’s partnership has lasted for more than two decades.

Beginning in January 2025, Netflix will exclusively stream WWE’s flagship shows—Raw, SmackDown and NXT—in major markets, including the United States, Canada, United Kingdom and South America. By April 2025, the deal will extend to India, a crucial market for WWE’s global aspirations.

Outlining Netflix’s approach to sports properties, co-CEO Ted Sarandos recently stated that the platform’s interest lies in unique, global and youth-oriented sports opportunities. He said sports leagues also seek to attract global and younger audiences for long-term success.

However, experts say that transitioning WWE’s loyal fanbase from linear television to a subscription-based streaming service could pose significant challenges, particularly in India, where television still dominates with 900 million viewers compared to 547 million streaming users.

For Netflix India, which currently boasts 12 million subscribers, this partnership represents a major step in expanding its subscriber base. It is expected to attract WWE’s dedicated fanbase, potentially driving significant subscription growth.

The loss of WWE presents a substantial challenge for SPNI, for which the brand has long been a cornerstone of its sports programming. Analysts suggest that SPNI will need to explore alternative content in the sports entertainment domain to retain its audience. It had recently secured the Asian Cricket Council rights for $170 million.

Netflix will also face fierce competition from established players such as Disney+ Hotstar and JioCinema, which dominate India’s sports streaming landscape with premier offerings such as the Indian Premier League and International Cricket Council tournaments.