Inside WWE’s divide-and-conquer YouTube strategy

The Verge - Apr 18th, 2025

WWE has launched a new YouTube channel called the Vault, aiming to showcase classic live events, full matches, and rare archival footage that have never been seen before by fans. This strategic move allows WWE's primary channel to focus on contemporary content featuring current stars like Cody Rhodes and Roman Reigns. The Vault has quickly become a hit among fans, offering a nostalgic experience that fills the void left by the WWE Network's transition to Peacock. The channel includes popular segments like the 'Found Footage' series, which features backstage gems and un-televised events, providing a unique glimpse behind the scenes.

The creation of the WWE Vault channel marks a significant shift in WWE's digital strategy, highlighting the company's commitment to reaching fans wherever they are. This initiative not only satisfies long-time fans but also attracts viewers who may have drifted away from WWE over the years. The Vault's success has prompted WWE to launch additional channels dedicated to other wrestling promotions like WCW and ECW, further expanding its digital footprint and offering a clear destination for fans to engage with WWE's extensive historical content. This strategy underscores WWE's effort to leverage its vast archives while maintaining a strong focus on current programming.

Wwe Nostalgia Roman Reigns You Tube Cody Rhodes Wwe Vault Archival Footage Wrestling Community Digital Strategy

Story submitted by Fairstory

RATING

7.0

Fair Story

Consider it well-founded

The article provides a detailed and largely accurate account of WWE's YouTube strategy, focusing on the introduction and success of the WWE Vault channel. It effectively captures WWE's perspective but could benefit from additional viewpoints to enhance balance. The use of direct quotes from WWE's digital team adds credibility, though further external sources would strengthen the factual basis. Clarity and engagement are strong points, with the article presenting an accessible narrative that appeals to both wrestling fans and those interested in digital media strategies. While the story's impact is primarily within niche audiences, it highlights important trends in content distribution and platform strategy. Overall, the article is informative and timely, offering valuable insights into WWE's digital content approach.

Accuracy

The story provides a largely accurate account of WWE's YouTube strategy, highlighting the introduction of the WWE Vault channel and its impact. The claim about WWE's subscriber count and its ranking on YouTube is plausible but lacks precise verification. The description of WWE Vault's content and its popularity aligns well with known facts, supported by statements from WWE's digital team. However, specific details like the exact subscriber numbers and ranking would benefit from more direct evidence or citation.

Balance

The article primarily presents WWE's perspective, focusing on the company's strategic decisions and successes with the Vault channel. While it includes insights from WWE's digital team, it lacks viewpoints from external analysts or critics who might provide a broader industry perspective. The story could be more balanced by incorporating opinions from wrestling fans or industry experts about WWE's digital content strategy.

Clarity

The article is clearly written, with a logical flow that guides readers through WWE's YouTube strategy and the role of the Vault channel. The language is accessible, and the narrative is engaging, making the content easy to follow. However, some technical terms related to YouTube analytics could be better explained for readers unfamiliar with digital content strategies.

Source quality

The primary source for the article is an interview with Steve Braband from WWE's digital team, which provides credible insights into WWE's strategy. However, the article would benefit from additional sources or data, such as YouTube analytics or industry reports, to substantiate claims about subscriber numbers and channel rankings. The reliance on a single internal source limits the breadth of perspectives.

Transparency

The article offers some transparency by quoting Steve Braband directly, which helps readers understand the basis for certain claims. However, it lacks detailed explanations of how certain data, like subscriber counts and rankings, were obtained. Greater transparency about the methodology for these claims would enhance the article's credibility.