Why are WWE and TNA looking to counter program against AEW?

Overview

• WWE counterprogrammed some of its PLEs and NXT events against AEW's weekly shows and PPVs in 2025
• WWE is set to announce a PLE as a counterprogramming tool against AEW's All Out on September 20, 2025
• TNA is open to having its weekly show, Impact, counterprogrammed against AEW's weekly episode, Dynamite

WWE counterprogrammed some of its PLEs and NXT events against AEW's weekly shows and PPVs in 2025. WWE is set to announce a PLE as a counterprogramming tool against AEW's All Out on September 20, 2025. TNAis open to having its weekly show, Impact, counterprogrammed against AEW's weekly episode, Dynamite.

WWE launched Evolution against AEW's biggest PLE, All In, in July. In September, a PLE, which could likely be Bad Blood, could be counterprogrammed against AEW All Out. All of this seems ironic from WWE, a well-established Wrestling promotion that claims to have no competitors, but is not putting money where its word is. In the past, WWE had pointed out AEW's strategy of counterprogramming against them.

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Back then, AEW was still an emerging platform and had to insert itself against a big giant to gather engagement. However, WWE, despite being the most successful Wrestling promotion, is concerned with AEW. It could be due to TKO's orders, a board that is heavily revenue-oriented and has received heavy backlash from the WWE fans.

Is WWE and TNA Impact's partnership aiming to conquer AEW Dynamite?

WWE has stood time and several challenges to become the giant it is today. It has demonstrated remarkable adaptability to the evolving dynamics of viewership. Be it nationalisation of the Television rights, launching of Monday Night Raw, standing tall against WCW Monday Night Nitros, or winning the Monday Night Wars, WWE has stood time.

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Their adaptability is impeccable, but could be hampered by the image they have amongst their own fans. On the contrary, AEW could only benefit from counterprogramming. WWE and TNA are reportedly to have an association on the WWE Network, which could potentially make Impact one of their proxy episodes against AEW Dynamite.