X has announced an exclusive content deal with World Wrestling Entertainment this week that will feature a weekly video series showcasing “fast-paced, action-packed faceoffs” timed between the league's most popular wrestlers.
The series, which launches in April, will be distributed exclusively on the microblogging platform.
The partnership follows the WWE's recent $5 billion deal with Netflix for the company's weekly wrestling program “Raw,” which will stream across the U.S. and Canada, the U.K. and Latin America starting in 2025.
The new partnership with WWE highlights X's plan to become a video-first platform, following exclusive content deals with right-wing talk show host Tucker Carlson, as well as Don Lemon, whose new “Don Lemon Show” is preparing to air soon, Tulsi Gabbard, who is planning a series of political documentary-style offerings, and Jim Rome, who will soon launch a new version of “The Jungle,” which is slated to run five times per week.
The WWE currently has 13.7 million followers on X. New programming, which will take the form of five-minute-long videos, could attract more users to its profile and Elon Musk's social platform. According to Musk, in-app conversation related to wrestling increased 11% in 2023.
To help promote its new video offerings, X is also testing a dedicated video tab.
When the platform was still called Twitter, internal research showed that posts including video drive 10x the engagement.
Earlier this year, X also shared that 80% of user sessions include video consumption.