WWE, the professional wrestling titan, has made significant strides in its digital strategy, particularly on YouTube, where it boasts an astonishing following of over 108 million subscribers. This impressive figure places WWE just behind the popular gaming content creator PewDiePie, ranking as the 11th most-subscribed channel on the platform. Such a high level of popularity necessitates ongoing dialogue with YouTube to optimize best practices, analyze key viewership metrics, and implement effective strategies to attract even more viewers.

Recognizing the changing landscape of viewer preferences, WWE made a bold move last year by overhauling its YouTube strategy. This revision included the launch of a new standalone channel, WWE Vault, which serves as a dedicated hub for classic live events, full matches, and rare archival footage. Much of the content on the Vault is being unveiled to fans for the first time, filling a significant gap for audiences who felt the absence of such nostalgic material following the shutdown of the WWE Network after its streaming partnership with Peacock was announced.

The WWE Vault quickly became a fan favorite, as evidenced by the flood of praise in the comments sections of its videos. The channel has resonated particularly well with longtime followers, as it caters to a demographic that often finds it challenging to be universally satisfied with WWE's offerings. The Vault helps keep the flagship WWE channel focused on current programming, centered around the company's contemporary stars such as Cody Rhodes, Roman Reigns, Gunther, and CM Punk. According to Steve Braband, who heads WWEs digital team, The current product on our main channel seemed to be outpacing a lot of what we were doing from a historical perspective.

Although some older programming continues to appear on the main WWE channelthis month alone features a countdown of the 50 greatest WrestleMania matches in anticipation of WrestleMania 41 in Las Vegasa significant portion of historical content is now funneled to the Vault. Braband noted the intrigue among fans regarding the channels administration, stating, Its fun to see the internet wrestling community kind of try and figure out who the admin of the Vault is. In truth, it is a collaborative effort involving many seasoned WWE employees who possess extensive knowledge of the companys rich history. We have a ton of knowledge within the building of clips from years in the past and clips that we havent unearthed, Braband explained.

In an era when WWE previously maintained a more guarded approach to its internal footage, the Vaults content is a refreshing change. Longtime fans can now readily access raw, unfiltered videos that might have previously only been glimpsed in DVD documentaries. Each week, viewers can enjoy these unique offerings, which have proven to be incredibly engaging. Among the standout features on the channel is the Found Footage series, where WWEs archivists, researchers, and video editors delve into the vast archives to uncover backstage moments, fan interactions, and even clips from un-televised live events. Braband mentioned, Theres been a few examples of content that was filmed from house shows, which in the past we wouldnt have shown.

One such clip showcases wrestlers enjoying a break while playing an arcade game between takes for Monday Night Raws television opening. In a memorable moment, Bret Hitman Hart casually offers Jerry Lawler, his longtime rival, tickets to a Cavaliers vs. Celtics game. Nostalgia-driven content like this not only attracts loyal fans but also has the potential to entice viewers who may have drifted away from WWE over the years. The Vault further enriches its offerings with The Story Of compilations that neatly encapsulate entire feuds and storylines into single videos, easing the viewing experience for those wanting to relive their favorite moments.

Braband highlighted the passion within the WWE team responsible for curating this rich content, led by Ryan Murphy and John Clapp. We have people that really, really like to do it, he said, emphasizing the collaborative nature of the effort. While some videos on the Vault will inevitably vanish over time, others are intended to remain available for an extended duration. As John Cena embarks on what is expected to be his final year of wrestling, collections featuring him are sure to generate significant viewership, with Braband noting that the edit is really raw and its not a full in and out of each moment.

Encouraged by the success of the Vault, WWE recently launched additional dedicated channels, including one for WCW, the wrestling promotion with which WWE has a storied history. Plans are underway for a channel focusing on ECW, known for its extreme matches and unique style. Braband explained, Its a clear destination telling fans where to go. For now, the content strategy remains consistent, with new matches and full events uploaded weekly to these newly created channels. However, there are aspirations for original programming to soon be integrated into these platforms, as WWE strives to engage with fans wherever they may be.