Many have watched Logan Paul’s wrestling journey with raised eyebrows. Just a few weeks ago, for instance, WWE star Grayson Waller said that Paul had ruined celebrity wrestling. Despite going on to praise Paul’s commitment and performances, this line certainly rings true for many fans.
People want there to be integrity in wrestling, a sense that those who step into the ring have earned it, not just through fame, but through grit, training, and respect for the craft. For traditionalists, Logan Paul’s rise feels like an underserved shortcut, a leap over the countless aspiring wrestlers grinding it out in small venues with little recognition.
But while all this uneasiness is justified, it has to be said that Paul does something for the sport of wrestling that no one else has achieved. He has brought it to a whole new audience.
The Slow Disconnect
Around the world, TikTok has nearly 1.6 billion monthly users, making it the fifth most popular social media platform behind Facebook, YouTube, Instagram, and WhatsApp. Bear this in mind while thinking about WWE’s global reach.
Over the last couple of years, the global audience that WWE relies on has been dropping, with Netflix’s WWE Raw viewership down 56% since its debut. Similarly, viewership for WWE Smackdown has recently been dropping off, and this suggests that fewer people are tuning in – or finding the motivation to tune in – to wrestling broadcasts.
Part of the challenge here lies in wrestling’s fight for attention in an otherwise saturated market. In 2025, there are tons of entertainment options for audiences to enjoy, and many of them are dominating the audience’s focus, as exemplified by the sports betting scene.
Just a few months ago, Americans bet a suspected record of $1.39 billion on the Super Bowl, up from $1.25 billion in 2024. Indeed, some of the most bet-on sports across the country include the NFL, MLB, NBA, and NHL, with many utilising instant casino apps that offer round-the-clock access to live odds, easy deposits, and fast withdrawals.
In short, the online betting market is up, and many top sports are benefitting, yet wrestling is still trailing behind. In many ways, it has felt like a slow disconnect between wrestling and the evolving interests of the modern sports consumer. But through a brand new TikTok audience, that might be about to change.
The TikTok Effect
As we mentioned before, TikTok has nearly 1.6 billion monthly users, and that provides wrestling with a unique opportunity to tap into a vast, engaged audience that is often overlooked by traditional broadcast media. Why should they tap into wrestling? Because they’re already tapped into Logan Paul.
At the time of writing, Logan Paul has approximately 19 million followers on TikTok, with his account garnering over 386 million likes since it was created. He is without a doubt one of the most popular personalities on the platform, and this could be a hugely positive thing for wrestling as it navigates a shifting entertainment landscape.
Paul’s massive TikTok following isn’t just a statistic; of course, it’s a doorway to an audience that is engaged, interactive, and eager for new, interesting content. Already in 2025, Paul has shared numerous behind-the-scenes glimpses of his WWE endeavours, and this has worked to spread the game to younger audiences, particularly Gen Z viewers, who might otherwise have turned a blind eye.
In a way, he’s also making the sport more accessible. His TikTok presence gives fans a glimpse into the action, personalities, and drama, but he focuses on the personal side of things, too. He shows the hard work and preparation that goes into each match, and this personal, more authentic glimpse into his WWE journey helps humanise a sport that is otherwise known for its spectacle.
The Next Step for Wrestling
It is this TikTok audience that wrestling can look to tap into. As WWE grapples with declining viewership, its ability to capture the attention of younger audiences through viral content on TikTok presents a critical opportunity for revitalisation. Logan Paul has laid the groundwork, and all wrestling needs to do is capitalise.
To do this, WWE, particularly, will need to focus on creating content that truly aligns with the expectations of TikTok’s community – content that is more natural, authentic, and most importantly, viral-worthy. Moreover, WWE can empower its stars to leverage their own personal social media platforms, beyond Logan Paul, to create a decentralised content ecosystem.
Many WWE superstars already have their own TikTok accounts, of course, so the encouragement should be there to produce organic, fan-facing content that allows WWE to further diversify its reach.
This has all been made possible through Logan Paul and his substantial gift to the world of wrestling – a gift of over 19 million people, ready and willing to get involved. So while many will still raise their eyebrows whenever Paul steps into the ring, it’s important to remember that his journey ultimately aids the sport itself and gives it a strong chance of connecting with a new audience. Love him or hate him, Logan Paul has given wrestling a new lease of life.
