WWE on ESPN: Authentication Key to Growing PLE Audience, Says TKO President
The potential of the WWE’s partnership with ESPN is still unfolding, according to TKO Group president Mark Shapiro, but early indicators suggest a positive trajectory despite initial hurdles. Speaking at the Morgan Stanley Technology, Media & Telecom Conference on , Shapiro addressed concerns surrounding accessibility to premium live events (PLEs) on the ESPN Unlimited platform and its impact on viewership.
The shift of WWE’s PLEs to ESPN Unlimited last September has not been without its challenges. A key sticking point remains the $29.99 monthly cost for subscribers who haven’t yet authenticated their accounts through major TV providers. Shapiro acknowledged this price point as “somewhat prohibitive, especially in today’s economy and the struggles that certainly middle income and low income earners are having with affordability.” He emphasized the necessity of securing authentication deals with providers like Comcast, YouTube TV and Dish to broaden access and, viewership.
Whereas acknowledging the current limitations, Shapiro drew parallels to the initial rollout of WWE content on Peacock, a move he ultimately deemed “a total success.” He stressed TKO’s commitment to a long-term strategy, mirroring the approach taken with Peacock. “We play the long game with WWE and we’re doing the same with ESPN,” he stated. The company views ESPN Unlimited as a “phenomenal package if you’re a sports fan” and anticipates a significant boost in viewership once wider authentication becomes available.
Progress is already being made on that front. Comcast Xfinity has recently launched authentication for its subscribers, and Shapiro anticipates YouTube TV will follow suit, though potentially not until the fall. The impact of these authentication deals is expected to be immediate. Shapiro believes that once a larger segment of the audience gains free access through their existing subscriptions, viewership numbers will see a substantial increase.
Despite the ongoing authentication process, the recent Elimination Chamber event provided encouraging signs. Shapiro reported “a significant increase in audience” compared to last September’s Wrestlepalooza, the first PLE to debut on ESPN Unlimited. He was “super encouraged” by the real-time data being provided by WWE president Nick Khan throughout the weekend, although he conceded that current numbers are not yet on par with those achieved a year ago on Netflix or Peacock.
The transition hasn’t been seamless, and Shapiro admitted the change “definitely impacts us,” echoing the initial concerns raised when WWE first moved content to Peacock. Though, the early data from Elimination Chamber suggests the partnership is gaining momentum. The focus now is on resolving the authentication issues to unlock the full potential of the ESPN Unlimited platform.
Beyond the immediate concerns surrounding ESPN Unlimited, Shapiro likewise touched on the potential ramifications of a possible acquisition of Warner Bros. Discovery by Paramount Skydance. He characterized the potential deal as “only good for us,” highlighting the strong sports associations of both TNT and HBO. Specifically, he suggested that TNT could be a natural home for UFC events should the acquisition materialize, further expanding TKO’s reach within the sports entertainment landscape.
Shapiro’s message was one of cautious optimism. TKO is taking a long-term view, confident that broader access to ESPN Unlimited will translate into stronger viewership numbers and solidify the WWE’s position within the evolving sports entertainment market. The company is focused on securing the necessary authentication deals and capitalizing on the platform’s potential to reach a wider audience, building on the positive momentum demonstrated by the recent Elimination Chamber event.
The success of the ESPN partnership is crucial for TKO, and Shapiro’s comments underscore the company’s commitment to navigating the challenges and maximizing the opportunities presented by this new venture. The coming months will be critical as authentication deals are finalized and the full impact of the ESPN Unlimited platform becomes clearer.