Front Office Sports did an article about the impact WWE’s YouTube channel has had, amassing over 60 million subscribers, with only 6 YouTube accounts having more. They spoke with Jayar Donlan, executive vice president of advanced media, who credited their diverse athletes and their compelling narratives for the channel’s success:
The real drivers – and why people are engaged with our brand – is we have incredible superstars, and we’re telling fantastic stories. We’re customizing content for the platforms or partners that we’re working with, and that’s been the recipe for success.
Outside their main YouTube channel, WWE has branched into other areas, such as gaming, with UpUpDownDown gaining over 2 million subscribers. Their second most popular channel is, however, ”The Bella Twins,” with almost 3 million subscribers. It has also drawn more than 637 million views since its inception in November 2016. The Bellas were credited as the forefront of Total Divas and the success of the reality series. Donlan said those shows helped create the women’s revolution and expand WWE’s demographic:
Our female superstars, they’ve just done a fantastic job over the past few years. We’ve had a revolution that turned into an evolution, and our female superstars have even done things like take the main event at WrestleMania, which is our largest event of the year. Having some more content specific to their audience, we just saw the demand for it and created these channels.
From a lot of different areas, it’s good for us. When you talk about content that you can be successful at in all these different areas, it highlights the breadth and depth of interest in WWE as the brand.