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The WWE Network has amassed more than a million viewers since World Wrestling Entertainment launched the subscriber network a year ago, and WWE chief strategy and financial officer George Barrios told CNBC on Tuesday that in the next 3-5 years it could reach 3-4 million subscribers.
"We've got, in our view, about 100 million broadband homes, top 16 markets, if we can get 3-4 percent penetration we can transform the company," he said in an interview with "Closing Bell."
The WWE Network allows subscribers access to pay-per-view events and all of its original programming. It reaches viewers in 177 countries and costs $9.99 a month.
Barrios said that while reaching 3 million to 4 million would be transformational for the company, even reaching 2 million would be great.
"We'll be more profitable than WWE has ever been, so I like the different outcomes that we've got in front of us."
As for whether the company is experiencing a high churn rate, or those who leave the subscription service, he noted that it is no higher than any successful subscriber business, which usually does about 4 percent to 8 percent a month in churn.
However, whether there is a bigger attrition rate connected with big events, like the upcoming Wrestlemania, where people may pay to watch and then leave, he said it is too soon to tell.
"So far we haven't seen that but we're 11 months in," Barrios said. "Time will tell us, observable data will tell us what the churn will eventually be and some day in three or four years we'll look back and see what our blend was."
The WWE also has a big digital presence, like its YouTube channel, and live programming on cable, but Barrios said the company balances where the content goes.
"We've tiered it, and we think there is a place for different content to go in different places."