It was an off-mic moment, but one that grabbed the attention of the WWE Universe when it happened. On November 27, 2023, in Nashville, CM Punk returned to the microphone and closed out his first promo back in over a decade with, “I’m not here to make friends, I’m here to make money.”
Nearly two years to the day, what seemed like a play into storyline is now the mission statement for WWE. Then again, it always has been about doing “business.” Since that day, WWE has changed. Business-wise, the bottom line couldn’t be better. Fans continue to flock to arenas and stadiums wherever WWE arrives.
While an arena show may roll through your town from time to time, the at-home experience is what keeps WWE fans locked in every week—an experience that has become more expensive since that night in Nashville.
I will always credit a business that knows its customer. The biggest key to success is understanding what your customer demands from your product and adjusting to that need.
Personally, I’ve fallen in and out of love with WWE over my forty years following it. My father would take me and my brother to the Rosemont Horizon (yes, I will always call it that) in Chicago to see the greats—Hulk Hogan, the British Bulldog, and the tag team known as The Road Warriors.
I grew up a child of the ’90s and the Monday Night Wars. The Attitude Era was a rallying cry for my friend group as I was always DX while they supported The Rock or “Stone Cold” Steve Austin. Becoming a father, finding a career, and moving cross-country, I lost that passion for WWE. However, since COVID, I’ve found myself rejoining the WWE Universe as it provided entertainment during a time of little to none.
The Era of Streaming Is Here
The one element I always valued about WWE was the trust and ease of access to the product. I knew that Monday Night Raw was on USA Network or TNN. I knew that Friday Night SmackDown was on UPN or USA Network. I knew that if I wanted to watch a pay-per-view event, it was easily accessible for $69.99. Cause everybody’s got a price!
Times have changed. The pay-per-view model is gone. WWE launched its own network more than a decade ago losing the PPV model. But the changes since that night in Nashville leave me disturbed and checking my account balance more often.
WWE has always had a very loyal fan base. There is a sense of community in connecting with fellow fans and cheering on their favorite superstars. That community has supported WWE through a pandemic, numerous steroid cases, tragic deaths, and current lawsuits alleging serious sexual abuse claims. No matter the issue, the WWE train rolls on.
How much of that loyalty by the WWE Universe is being taken for granted?
It’s harder and more expensive to watch WWE today. It’s more expensive to attend WWE events. It’s more expensive to afford WWE merchandise than ever before.
Over the last two years, the WWE has put a price tag on its own universe’s loyalty. They’ve been cashing in ever since.
Remember when I said the ease of access was something I always valued?
Here To Make Money
On New Year’s Day in 2024, the only WWE product that wasn’t shown on a streaming service was its premium live events. Paying just $7.99 to Peacock per month got you access to all the shows you used to shell out for on pay-per-view. Everything else was on cable.
Simple. Trusted. Appreciated.
Today, if you want to watch Monday Night Raw, you must have Netflix. That’s $17.99 per month, for the same commercial-filled wrestling program that hasn’t leaned into the idea it’s now on Netflix. They could lean a little more into what made “The Attitude Era” great with some “color” and language. Just saying.
Want to watch the reincarnation of Saturday Night’s Main Event? That is now a Peacock exclusive, and the cost is up to $10.99 per month. On top of that, WWE is accelerating its premium live events being shown on ESPN’s new direct-to-consumer product beginning next month.
That’s an extra $29.99 per month—unless you’re already an ESPN subscriber.
Then Friday Night SmackDown and NXT remain outliers if you still prefer to buy cable or satellite.
In order to access all the WWE products, including premium live events today, it will cost you roughly $60.00 per month plus your cable bill—when it used to cost under $10.00 per month.
Harder. More confusing. More expensive. Testing the loyalty of the WWE Universe.
Worth Every Dollar?
That’s just the at-home product. Have you looked at the ticket costs for attending a WWE event lately? The dynamic pricing model that TKO President Mark Shapiro highlighted in March is creating a divide of the haves and have-nots.
USA Today reported in April that the cheapest ticket to WrestleMania 41, if you went both nights, was $700.00—or $900.00 with fees. While that’s nowhere near the cheapest ticket to the Super Bowl this past February at $3,000.00, it’s still a heavy load to afford.
Two years ago, the cheapest two-night ticket to WrestleMania 39 in 2023 was $227.00, according to Sporting News.
Harder. More expensive. Testing the loyalty of the WWE Universe.
Has WWE outpriced itself from its own fan base? The results don’t show it.
Arenas remain full every week. Premium live events continue to sell well. The WWE Universe fueled a massive rise in Netflix subscriptions once Monday Night Raw moved over. Advertising—in-ring, outside the ring, between matches—seems to be selling well and doesn’t feel intrusive to the viewer, yet.
But if this model becomes “affordable,” what does that mean for the fans in the future?
I believe WWE is a fan-first entertainment company. It is one of the most followed and beloved entertainment brands in the world, blending pop culture with storyline.
However, the last two years have proved its brand of entertainment may be priceless. Fans blinded by the superstars they support and the quality of the product they see, while how much it affects their bottom line seems forgettable.
My question is: how long does that last?
Could it truly be then, now, and possibly forever?
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
