Booing and blunts: WWE Raw on Netflix signals a cultural vibe shift

For the first time in more than 30 years, WWE's popular wrestling program Monday Night Raw didn't broadcast on linear television in the U.S.

That's because it streamed exclusively on Netflix — Raw's first show following a major deal reached in 2024 between the wrestling franchise and streaming giant. 

One expert calls the partnership an opportunity for both sides that will likely become a "defining era" for the sport, with edgier wrestling events and increased global viewership for both Netflix and WWE, amid a cultural and political shift underway in North America. 

Event features legends, boos, a blunt

Last night's show, which happened to be the 1,650th episode of Monday Night Raw, kicked off a 10-year partnership between WWE and Netflix. The agreement, reached last January, is worth approximately $5 billion US with an option for Netflix to opt out after five years or extend it for an additional 10.

Toronto-based Brett Murray, who has been an "on-and-off" WWE fan since the early 2000s, called last night's event a "revitalization" for his interest in the sport. 

The event featured appearances from wrestling legends like John Cena, The Rock, Hulk Hogan and a lineup of sport mainstays including CM Punk and Rhea Ripley. 

"They just kind of threw everything at the wall to see what still works," said Murray. 

Hogan, an outspoken supporter of U.S. president-elect Donald Trump, has faced a number of controversies over his career, including criticism over his alleged role in preventing the formation of a union in the WWE in the 1980s, and later use of a racial slur.

Hogan and his Real American Beer brand were both featured heavily during the event. WWE recently announced a multi-year dear with the retired wrestler, whom fans booed loudly during the broadcast. 

Rapper Travis Scott also contributed to the event's controversy, appearing to smoke a blunt during wrestler Jey Uso's entrance to the show. 

The event also featured some vulgarity from wrestlers and during chants from the fans.

Murray thinks the show may have looser content restrictions with Netflix than it would have if it were broadcast on network television.

Brandon Kirkwood, who has been a fan of wrestling for more than 20 years, also noticed the event's edgier feel.

Kirkwood said he enjoyed the "feuds and tenseness" of the event. He said it reminded him of WWE's Attitude Era, which ran from the late '90s to the early 2000s and was known for its violence, profanity and sexual content. 

WWE Raw was regularly averaging upwards of three million viewers in the U.S. during that time, according to data from Wrestlenomics.

The call-back to that era was likely intentional, according to Michael Naraine, an associate sport management professor at Brock University in St. Catharines, Ont.

Wrestling a 'reflection of society' amid a culture shift

"There is a business prerogative to want to bring the WWE back to where it was most profitable under the Attitude Era," said Naraine. 

That's because the qualities of that era — featuring vulgar and brash content — are also gaining traction in mainstream culture again, he says.

He pointed to Trump's second U.S. election victory as evidence of this. The incoming U.S. president was found liable of sexual abuse of magazine writer E. Jean Carroll in 2023, and has been accused multiple times of making sexist comments about women. Still, he went on to win not only the electoral college vote but the popular vote as well — he's only the second Republican to win the latter since 1988. 

He said last night's wrestling event is reflective of a cultural shift in North America toward a "more assertive" masculinity — and could be an attempt to attract some international audiences, for whom such masculinity has always been popular.

A numbers game

Aside from the possible nature of future events, Naraine believes the Netflix-WWE partnership will increase global viewership of the sport, as well as Netflix's subscribers.

Raw averaged upwards of 1.6 million viewers last year, according to data from Wrestlenomics. Naraine believes that could increase by millions over the course of a now-global partnership. 

Netflix, which currently has 282 million subscribers across more than 190 countries, is now the exclusive home of Raw in the U.S., Canada, the U.K. and Latin America, with additional countries to be added over time. The streaming platform will also carry all of WWE's shows overseas, including Smackdown, NXT, and premium live events like WrestleMania, SummerSlam and Royal Rumble.

The deal is just one example of Netflix's push into the world of live sporting events. The streamer just signed a deal with FIFA securing the U.S. broadcasting rights to the Women's World Cup in 2027 and 2031. It's also recently hosted NFL games and a major boxing match between Jake Paul and Mike Tyson. 

And more global WWE viewers likely means more subscribers for Netflix and revenue growth for both companies, according to Naraine.

"Having deals with the kingdom of Saudi Arabia ... Japan, India, these are huge markets for professional wrestling. So just having availability on Netflix means cultivating more fans."