TKO Group president Mark Shapiro believes that traditional sports viewership is declining and that fans now desire "super access" to engage more effectively with athletes.
This shift in consumer expectations is particularly pronounced among younger audiences, who are increasingly turning to highlights and short clips rather than full live broadcasts.
TKO Group aims to capture the interest of this passionate and engaged audience by offering unique experiences and access.
Under Shapiro's leadership, TKO Group, which includes the Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has seen significant financial success, with over $2.1 billion in revenue reported during the first nine months of the year.
TKO Group has partnered with Netflix to bring WWE's flagship show, Raw, to the streaming platform starting in January, recognizing the growing trend of streaming services looking to live sports as a means of enhancing their content libraries.
TKO Group recently acquired sports agency IMG, hospitality business On Location, and the Professional Bull Riders league for $3.25 billion in an all-stock deal, aiming to enhance its capabilities in sports rights negotiations and fan engagement.
The integration of these new assets is expected to create synergies that will bolster TKO's market position.