WWE Radio is gaining ground on SiriusXM. Listening has climbed nearly 20% since the channel’s July launch and rebrand, according to CEO Jennifer Witz on today’s company earnings call.
What We Know: SiriusXM shared the figure Thursday during its third quarter earnings call. WWE Radio took over channel 156 on July 27, replacing Pro Wrestling Nation 24/7. Busted Open Radio still anchors the daily lineup. Additionally, the channel now carries WWE podcasts, weekly show simulcasts and live event calls. WWE Radio recently moved up to Channel 93, placing it alongside other major sports programming including new local sports radio properties via Audacy.
What They Said: SiriusXM CEO Jennifer Witz: “Sports is another powerful driver of fandom. Uniting passionate communities around live programming and hometown teams. Listening to WWE Radio has grown nearly 20% since its July launch and rebrand. While monthly active sports listeners increased 4% year over year across our connected car and streaming platforms. Among 360L subscribers, average time spent listening to sports grew 7% year over year, demonstrating deeper engagement.”
What Remains Unclear: SiriusXM did not disclose a raw audience number for WWE Radio compared to Pro Wrestling Nation 24/7. Likewise, it did not say how much growth came from SummerSlam, the channel’s first live event broadcast. Financial terms of the WWE partnership also remain private.
What It Means: For SiriusXM, the numbers support its bet on fan-driven sports content. With heavy promotion from the WWE, it should come as no surprise to see increased usage and listening to the channel. The channel is marketed in all WWE programming and social media, plus includes high profile personalities from the company. As a result, WWE Radio could become a template for future brand-backed channels.
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