Wrestling circuit WWE is rapidly transforming its digital strategy, have moved from a single flagship YouTube channel to a network of differentiated destinations.
This week is has announced the launch of a dedicated Undertaker channel, leaning into the popularity of one of its most iconic fighters (real name Mark Calaway). In a statement, WWE said: “35 years ago at Survivor Series 1990, a 6-foot-10 beast marched to the ring, dominated the action, and began one of the greatest careers in WWE history. To celebrate that milestone, WWE launched The Undertaker’s official YouTube channel.”
WWE has expanded from four channels in 2024 to 14 in 2025, with the launch of a dedicated Undertaker channel marking number 15. The company is building these verticals to serve multiple fan segments, from archival content on WWE Vault to Spanish-language shows on WWE Español and gaming on UpUpDownDown. The main WWE channel has proven extremely popular, with 111m subscribers at present.
The notion of a sports franchise acting as the umbrella for an individual athlete’s social media presence is still rare. Numerous sports stars have launched YouTube channels – but usually under their own steam (eg golfer Bryson De Chambeau). In some cases, rights holders like the NBA and Bundesliga have granted content rights to athletes and creators – but the WWE definitely appears to be ploughing its own strategic furrow.
At the heart of the new channel is Six Feet Under, The Undertaker’s podcast co-hosted with his wife and fellow WWE Hall of Famer Michelle McCool. Originally launched independently in 2024, WWE brought the show in-house earlier this year, relaunching it as a WWE/Fanatics production. Episodes, which air every other Wednesday, feature interviews with WWE Superstars and have already amassed 800,000 hours watched.
In addition to the podcast, WWE fans can expect reaction videos, vlogs, classic contests, archive programming and major moments form The Undertaker’s career arc. The channel fits into WWE’s vision for its digital strategy: to combine talent-driven content with archive to deepen engage with a range of fan segments.
