WWE’s Head of Digital Media Steve Braband says the company’s WWE Vault YouTube channel has become a bigger success than anticipated, approaching four million subscribers with 133.6 million hours viewed over the past year.
Braband spoke to Front Office Sports about the channel’s growth, noting it required no new resources to build.
“The success of that came with no new resources. We tapped into a few people that were passionate about our archive, saw the engagement on our main channel, and just moved our whole vault to this page. We’re about to hit the four-million sub mark — and it shocks me every week how some content does.”
The Vault channel, which launched in 2024, regularly uploads full matches, events, and storyline compilation videos from WWE’s library. This week’s uploads included a 1992 mask vs. mask AAA Lucha Libre match featuring a young Rey Mysterio against Mr. Condor, with Mysterio recording a brief introduction for new viewers. WWE has also launched a separate WCW-focused channel.
Braband described YouTube as an essential marketing tool beyond just a content platform.
“We’re looking at it as a way to share content, create good content, drive business goals, but also remember how YouTube is connected to the whole Google sphere of it all. It’s a marketing tool. You’re able to show off this brand and grow it and grow new superstars.”