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The goal is to maximize viewership and minimize competitive inequities.

Streamed live on Netflix, viewership of the Ravens-Texans game peaked at 27 million viewers during the halftime show, per Nielsen data released by Netflix.

Jump a few years, when Netflix picked it up, it dominated the viewership in so many ways that it just felt like it was sort of bigger than anyone could really understand and imagine.

Back in February, Mark Shapiro, a chief at WWE parent company TKO, told investors that Raw viewership was up 13% for the year to date compared to its previous home on USA Network - rising to 38% if the heavily promoted opening night is included.

However, Thurston's research suggests that Raw and Smackdown viewership has since levelled off to numbers seen on USA.