WWE Network & The WWE App
Best Mobile and Tablet App: WWE Network and The WWE App
GOALS & OBJECTIVES
WWE Network is a first-of-its-kind over-the-top streaming service, offering fans instant access to more than 2,500 hours of on-demand WWE content as well as a 24/7 live linear feed.
For only $9.99 per month, WWE Network subscribers gain access to live pay-per-views (WrestleMania, Royal Rumble), original programming (Legends House, WWE Countdown), exclusive in-ring action (NXT and Main Event), and every PPV in the company's storied history (WWE, WCW, and ECW).
Subscribers can tap into this massive library of video content through The WWE App, anytime, anywhere, on the platform they prefer, including: Xbox 360, Xbox One, PS3, PS4, iOS devices, Android devices, AppleTV, Roku, Amazon FireTV, Amazon Kindle, and Sony/Samsung/Panasonic Smart TVs.
Designed with ease of use in mind, WWE Network lets subscribers sort through thousands of shows by show name, talent, year and playlists – all via an elegant interface. And with more than 40,000 hours of digitized content coming available, WWE Network’s library is growing larger every month.
For cord-cutting WWE fans, WWE Network is the ultimate “TV” on-demand experience. For the entertainment industry, WWE Network is a disruptive force and innovative broadcasting model that’s changing the way content creators connect with their fan bases.
The WWE App acts as the digital center of the WWE Universe for non-subscribers, bringing our fans worldwide closer to WWE’s Superstars and Divas than ever before. Its interactive companion platform richly enhances the viewing experience during all of WWE’s television programming.
For example, fans' votes within The WWE App help shape the live storylines unfolding during WWE Raw, WWE SmackDown and WWE Main Event. These votes determine the fate of our Superstars, dictate the stipulations surrounding matches and much more.
For our fans, The WWE App also offers an unprecedented content experience, delivering live video during all commercial breaks, as well as interactive trivia and polls, exclusive backstage photos and fascinating facts about the show and its Superstars.
“Monday Night Raw,” “Friday Night SmackDown” and “WWE Main Event” are WWE’s weekly episodic television programs which consist of both live and recorded professional wrestling matches as well as storyline-based entertainment segments featuring WWE talent.
Monthly live pay-per-view events are three-hour programs showcasing both professional wrestling matches and storyline-based entertainment segments.
STRATEGY & EXECUTION
For years, wrestling fans have welcomed WWE into their homes via our weekly shows, including Monday Night Raw, Friday Night SmackDown and WWE Main Event, airing Wednesday nights.
For those fans unable to attend a live show, the viewing experience has been just a passive way to consume the entertainment of our product. But WWE’s aggressive integration of social media into our shows provides a viewing experience unmatched by any other weekly episodic show.
In partnership with WWE Television Creative Writing and Production, WWE App voting is incorporated in every live WWE Raw episode as part of the second-screen experience, affecting storyline activity in the program. Depending on the vote topic, the WWE Universe’s responses can select the winners of awards, choose match participants or stipulations, or decide which characters get hired or fired.
WWE’s Digital Content team creates the second-screen content that accompanies the live programming, which features dynamic illustrated factoids, fan tweets, polling and exclusive backstage photography from the event. Due to the ever-changing script behind our live programming, the Digital Content team often has just hours to create the content seen on the second-screen presentation, not weeks like most network scripted programs.
The Second Screen also provides live video Superstar interviews and match continuations during commercial breaks in the on-air program, providing a unique real-time viewing experience unrivaled in the industry’s current crop of second-screen apps.
The WWE App is available on every major mobile device, including iPhone, iPad and Android phones and tablets.
- The App has been downloaded more than 15 million times, including more than 5,000,000 international downloads from users in 220 countries.
- WWE App has 16 live vote events averaging over 180,000 votes each, with 3.5 million average monthly unique users for the app in 2014.
- More than 170 million page views since launch and 38 million video streams in 2014 have been watched in the WWE App's second-screen.
- More than 440 million videos views have been watched through the WWE App since launch in July 2012.
In an audience survey of WWE Network subscribers in May 2014:
- Nine in ten respondents said they were very or extremely satisfied with WWE Network. 50% said they were extremely satisfied.
- 65% of survey respondents reported WWE Network exceeding the expectations they had prior to subscribing.
- As to frequency of viewing: Nine-in-ten subscribers surveyed claim to watch WWE Network at least once per week. Almost one third (31%) claim to watch daily.
- Two-thirds of subscriber survey respondents would “definitely” recommend WWE Network, reinforcing the positive reactions to the service.
THE WWE APP
WWE App second-screen content, from exclusive videos to audience voting, is designed to advance and enhance the multiple storylines of WWE’s television programs.
General examples of the WWE App's multiplatform storytelling include:
- Audience votes in various interactive polls in real-time to determine under which type match stipulation two Superstars would compete, or which Superstar a competitor must face – right on live TV
- During commercial breaks, WWE App users watch exclusive, live video in which competitors are assigned matches in-program that take place immediately upon return to programming
- During commercial breaks, viewers can watch a match currently in progress instead of missing the action until the broadcast resumes
- WWE App users are privy to exclusive, live video involving character interaction and the progression of storyline, including video that picks up and continues just as television programming goes off the air
- The WWE App bridges the gap between television and social media by showcasing storyline-related tweets sent between Superstars
Specific examples of the WWE App's multiplatform storytelling include:
- Audience voted in interactive polls as the sole decision-makers to determine the winner in each category of WWE’s annual, live, televised awards show, The Slammy Awards
- Audience voted in interactive polls to determine which opponent the WWE Champion would compete against that same evening
- WWE App users watched exclusive, live video of a WWE character quitting the company, within storyline, after her loss on live TV
- A WWE talent was asked to react to negative fan sentiment garnered exclusively through a live poll on the WWE App
Thanks to the WWE App second-screen experience, and its groundbreaking interactivity and streaming video delivery, our fans are no longer passive viewers of our product; they’re also the co-stars and storytellers of the action inside the ring.
EXAMPLES OF WWE APP INTERACTIVITY
WWE APP SECOND-SCREEN INFOGRAPHICS
The WWE App's second-screen companion includes the most-vibrant and captivating infographics for a TV companion app online today.
The WWE second-screen team creates these graphics to entertain and engage the WWE Universe with often less than four hours notice of WWE's often-shifting live programming script and storyline direction -- unlike most productions that have weeks to craft their second-screen companion content before airing.
Here is a sampling of infographics created for WWE second-screen programming during the months of October and November 2014.
THE 2014 SLAMMY AWARDS
WWE fans are always encouraged to make their voices heard. As a result, WWE App users have the ability to cast votes to determine the actual content of programming in real time, including which performers compete against one another and what type of match they compete in.
In December 2014, the WWE App again empowered fans to be the sole decision-makers in our annual, live televised awards ceremony (“The Slammy Awards”) by encouraging users to cast real-time votes to determine the winner in each and every category.
This year, more than 1.2 million votes were cast inside the WWE App during the three-hour program, with more than one million unique users engaging on the platform during the show. Award nominees were announced during the program, with voting occuring in a 5-10 minute window after the announcement. The winners were announced on stage minutes later.
Here are the highlights from this year's Slammy Awards ceremony:
WWE NETWORK IN THE PRESS
"It’s a new era for broadcast content and Vincent K. McMahon is leading the way."
- Bill Simmons,