As part of my ongoing look into the health of thee WWE as a company, I started collecting data from the annual financial reports available on the corporate WWE website. Although my first infographic gave a more complete picture of overall health, a request on Twitter suggested that there would be value in taking a deeper dive on various aspects of the WWE's current business. Today, I present my findings relating to the WWE's live event ticket sales, both domestically and internationally. Check out the new infographic, and stick around to read the good Doctor's expanded interpretation, below.
While I learned that my first infographic was entirely too long, and thus shortened this one, I did not learn my lesson regarding the overuse of graphs. Someday, I will figure out a more elegant way of expressing this information.
As for the topic at hand, it is plain to see that the WWE is doing quite well overall when it comes to attracting audiences to their live events. Despite this, the international market isn't performing as well as it could be, as evidence by comparing recent average ticket sales to those in 2010 and earlier.
The exact reason for this downturn is not clear. The first year with a serious decrease in international attendance was 2011. This coincided with the end of the first brand extension, and it is tempting to conclude that, with the merging of talent into a single roster, the WWE was forced to offer less live events and thus saw lowered ticket sales. This conclusion is easily dismissed, however, as the number of international live events didn't begin to decrease until 2012.
It seems that either international fan interest simply began to decrease in 2011, or that the venues booked were smaller and therefore not capable of holding as many people as in previous years. Without a full list of the venues, and knowledge of the maximum capacities of each, a clear conclusion cannot be made from the data provided in the financial reports.
In either case, the financial reports suggest that the WWE needs to renew their focus on international markets, and, with the global expansion of the WWE Network, the WWE has done exactly that. Bringing in popular international talents, like A.J. Styles, Finn Balor, The Club, and Shinsuke Nakamura has all been done to help attract international interest. Further, the recent UK Championship Tournament and the company's commitment to an ongoing UK television product both demonstrate that the WWE is already acting upon the need to hold more international events. I suspect that international performance will only increase throughout 2017.