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When i saw exposed i mean their ratings didnt change. Theyre brining a comparable number of people as they were. Conventional wisdom for the last 5 year minimum has been the cord cutting millennials have never had cable in their adult lives and many teenagers live in households that have never had it.
Which is to say these people have not had any avenue to watch Monday night raw some in their lifetime. So by removing the gate keeper it would be reasonable to assume the ratings would automatically grow since 99.9% of cable owner have netflix and not vice versa.
Netflix certainly assumed that.
But instead whats happened is roughly the same number who were watching are watching. So the migration happened. The raw viewers simpley booted netflix.
No one was being gatekept.
There's still some foreign markets that havent migrated yet so the number should still grow a bit but its still the same number of apples going into the bin. Give or take obviously. There's been some gain but its fairly minor.
Given the debut's numbers we know there's audience that was willing to watch but after week 3 they were long gone and not coming back.
So that has to be the marketing question going forward: how do we reach that audience who was curious but quickly passed on what was on offer.
Now we're in full agreement that AEW sure as fucking shit has not single goddamn clue what the answer to that question is. But it is the question WWE should be trying to answer
In my opinion is a broader less hardcore product. Which is to say AEWs solution is even further in the wrong direction than anyone realizes. Theyre making a push for the die hards die hard product. There's a hard cap there and i think the WWE netflix deal has exposed just how hard that cap is.
Meanwhile AEW is at a separate cap altogether. Theirs is the one TNA used to enjoy: the "hey, its wrestling. I'll watch any wrestling" cap. AEW couldnt draw less if they paid their workers to fling shit at the front row. Theyve reached the bottom.
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