Creators are becoming wrestlers, so the WWE is turning its stars into creators

The biggest combat sports brand on YouTube is adding a new wrinkle to its content strategy. The WWE has announced a new channel dedicated to The Undertaker, the wrestling legend who spent three decades on the WWE circuit.

The Undertaker’s official YouTube home will offer a potpourri of wrestling content. Fans will find full matches from the wrestler’s long career, short-form highlights, and full episodes of The Undertaker’s Six Feet Under podcast. “Thirty-five years ago at Survivor Series 1990, a 6-foot-10 beast marched to the ring, dominated the action, and started one of the greatest careers ever in WWE,” reads a post on the promotion’s website. “To celebrate the 35th anniversary, Undertaker launched his official YouTube channel.”

The WWE knows what types of videos The Undertaker’s fans want to see, because it has nearly 20 years of viewership data from its main YouTube hub. Some of the all-time most-watched videos on that channel are memorable battles between The Undertaker and other wrestling superstars.

Thanks to its thoughtful content strategy and its willingness to embrace tech trends, the WWE has held its position near the top of the YouTube charts for nearly two decades. With more than 100 million subscribers

, the WWE is now one of the biggest brands of any type on YouTube.

Despite its long-term success, the WWE understands that change is inevitable. In the world of combat sports, creators are increasingly becoming some of the biggest draws. Logan Paul turned the wrestling world on its head when he inked a multi-year deal with the WWE back in 2022.

To keep up with the rise of influencer pugilism, the WWE has positioned its wrestling stars as content creators. That strategy dates at least as far back as 2017, when the promotion signed YouTuber Innara Sarkis to a development deal. More recently, the reversal of a restrictive policy gave WWE stars the freedom to stream on Twitch.

Dedicated channels for individual wrestlers support the WWE’s plan to play up the personalities of its biggest names. The Undertaker may have retired in 2020, but he’s still a familiar face for fans of the Squared Circle. On his personal channel, he’ll be able to continue engaging with those aficionados, and he won’t even need to rise from a coffin to do it.