New York Times launches Wordle TV show to revive lapsed players

The New York Times reported that its daily Wordle puzzle was played 4.2 billion times in 2025, averaging about 11.5 million plays per day, a decline from 5.3 billion the year before. To re‑engage users who have stopped playing, the Times is introducing a half‑hour television program filmed in Manchester, England, that will air on NBC. Produced by Jimmy Fallon’s Electric Hot Dog company, the show pits two teams against each other in a cash‑prize competition that will feature multiple Wordle variants.

Jonathan Knight, the Times’ head of games, said the series is designed to tap into the “a‑ha moment” and tension that make Wordle popular, hoping to attract both new viewers and former players. Wordle remains the flagship of the Times’ Games portfolio, which is bundled with its All Access subscription alongside news, cooking, audio and sports coverage.