Inside WWE’s divide-and-conquer YouTube strategy

is a senior reviewer who has worked at The Verge since its founding in 2011. His coverage areas include audio (Sonos, Apple, Bose, Sony, etc.), home theater, smartphones, photography, and more. With over 108 million subscribers, WWE has truly colossal reach on YouTube. The company currently sits just behind PewDiePie at number 11 on the list of most-subscribed channels across the entire platform. When you’re at that level of popularity, there’s constant communication with YouTube about best practices, key viewership metrics, and the latest strategies for pulling in even more eyeballs. Last year, WWE decided to shake up (and split up) its YouTube strategy. The company introduced a new standalone channel called WWE Vault that became the new destination for classic live events, full matches, and rare archival footage — much of which fans are seeing for the very first time. For a company with a fanbase that’s never universally happy with anything, the Vault became an instant hit. Scroll ... Read full article.