Inside WWE’s divide-and-conquer YouTube strategy

WWE has over 108 million subscribers on YouTube, ranking 11th most-subscribed channel globally.
The company recently introduced a new standalone channel called WWE Vault, featuring classic live events, full matches, and rare archival footage.
The WWE Vault has become an instant hit with fans, filling the void left by WWE Network’s dark period after its streaming partnership with Peacock.
The Vault helps the flagship channel focus on modern WWE programming, while also catering to nostalgic fans with classic content.
WWE’s YouTube strategy shift is part of a larger effort to engage with the platform and stay ahead of best practices, key viewership metrics, and latest strategies for attracting more eyeballs.

With over 108 million subscribers, WWE has truly colossal reach on YouTube. The company currently sits just behind PewDiePie at number 11 on the list of most-subscribed channels across the entire platform. When you’re at that level of popularity, there’s constant communication with YouTube about best practices, key viewership metrics, and the latest strategies for pulling in even more eyeballs.Â

Last year, WWE decided to shake up (and split up) its YouTube strategy. The company introduced a new standalone channel called WWE Vault that became the new destination for classic live events, full matches, and rare archival footage – much of which fans are seeing for the very first time. For a company with a fanbase that’s never universally happy with anything, the Vault became an instant hit.Â Scroll down to the comments of any video, and fans heap praise upon the channel. For some, it has filled the void that was left when WWE Network went dark after WWE and Peacock announced their streaming partnership several years ago.

The Vault also helps the flagship channel stay focused on modern WWE programming as the company continues to do big business with stars like Cody Rhodes, R …

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Q. What is WWE’s current subscriber count on YouTube?

A. Over 108 million subscribers.

Q. Where does WWE rank among the most-subscribed channels on YouTube?

A. WWE sits at number 11, just behind PewDiePie.

Q. Why did WWE introduce a new standalone channel called WWE Vault?

A. To provide classic live events, full matches, and rare archival footage to fans.

Q. What has been the reaction of WWE fans to the WWE Vault channel?

A. Fans have praised the channel, with some saying it filled the void left by WWE Network going dark.

Q. Why did WWE introduce the WWE Vault channel?

A. To provide a new destination for classic content and to help the flagship channel focus on modern WWE programming.

Q. What has been the impact of WWE’s streaming partnership with Peacock on its YouTube strategy?

A. The partnership led to WWE Network going dark, leaving fans looking for alternative content.

Q. Who are some of the stars that WWE is doing big business with?

A. Stars like Cody Rhodes and R (presumably referring to Roman Reigns) are among those being utilized by the company.

Q. What has been the success of WWE’s YouTube strategy since it was revamped last year?

A. The new strategy, including the introduction of WWE Vault, has been successful in attracting fans and filling a void left by WWE Network.

Q. How does WWE’s YouTube strategy compare to its previous approach?

A. WWE’s current strategy involves a divide-and-conquer approach, with separate channels for different types of content.

Q. What is WWE’s relationship like with YouTube regarding best practices and key viewership metrics?

A. As one of the most-subscribed channels on YouTube, WWE has constant communication with the platform about best practices, key viewership metrics, and the latest strategies for pulling in more eyeballs.