Bryan Danielson, a unique figure having headlined and held world titles in both WWE and AEW, recently expressed skepticism about WWE’s counter-programming strategy against AEW, while also pondering the motivations behind such moves. Despite acknowledging AEW’s positive impact on professional wrestling and its wrestlers, Danielson sees WWE’s counter-programming less as a response to a genuine threat and more as a curious corporate strategy.
WWE’s Increasingly Aggressive Counter-Programming Against AEW
Over the past year, WWE has escalated its efforts to schedule major events simultaneously with AEW’s flagship shows. Notably, WWE has positioned its NXT premium live events (PLEs) and, for the first time, main roster supershows on the same dates as AEW pay-per-views such as All In Texas, Double or Nothing, Forbidden Door 2025, and the upcoming All Out 2025[1][5].
This tactic has raised eyebrows in the wrestling community because it forces fans to choose between two competing live wrestling products airing at the same time. In September 2025, WWE plans to launch its first-ever ESPN PLE, Wrestlepalooza, head-to-head against AEW’s All Out from Toronto—marking the first main roster WWE PLE to openly compete with AEW on the same night and time slot[1][4].
A WWE insider told Ringside News, “There’s a sense backstage that this counter-programming is about making a statement—that WWE wants to show it can dominate any night of wrestling. Some view it as an aggressive bid to ‘own’ the wrestling calendar, but it’s also just business strategy.”
Bryan Danielson’s Perspective: Not a Real Threat, Just a Strange Game
Bryan Danielson acknowledged WWE’s counter-programming but pushed back on the narrative that AEW poses a true existential threat to WWE’s massive global operation. Speaking with The Kairouz Bros, Danielson said:
“We’re not at the point of being a threat. It’s one of those things where people who crave power and a lot of money play these weird games I don’t understand. … It’s like they’re trying to run all the competitors that might be competitive out of the business.”[2][5]
Danielson credits AEW with revitalizing the wrestling landscape, stating that stars like Cody Rhodes and CM Punk might not be where they are today without AEW’s emergence:
“If AEW wouldn’t have started, would Cody Rhodes be where he is? No. Would CM Punk have come back? Probably not.”[2][5]
But he expressed curiosity about the internal rationale at WWE, distinguishing the corporation’s decisions from the individual people involved:
“Corporations have been legally determined to have the rights of people in the U.S., but they’re not really people. … I know a lot of people in WWE are great, so I’d be interested to understand what the decision-making process looks like.”[2][5]
AEW’s Counter-Move: Avoiding Direct Time Clashes
AEW, under Tony Khan’s leadership, has responded strategically to WWE’s attempts at counter-programming. For some pay-per-views, AEW has shifted start times to avoid clashing directly with WWE events, thereby maximizing viewership and minimizing fan conflict[3][4].
Tony Khan remains publicly focused on AEW’s product rather than the programming war, citing a successful 2025 so far despite WWE’s maneuvers:
“Everyone in AEW is focused on making AEW a tremendous promotion. I believe we’ll continue to have great shows regardless.”[4]
The Broader Context: Wrestling’s Competitive Landscape and Fan Impact
This tug-of-war illustrates the wider competition shaking up professional wrestling since AEW’s 2019 arrival. WWE, long the industry’s dominant player, now faces a legitimate alternative that challenges its monopoly on major wrestling viewership, star power, and creative innovation.
While some fans appreciate the increased options and competition driving quality up, others find the scheduling battles frustrating, forced to pick sides or miss parts of major wrestling nights. “It’s a clash of titans, but at what cost to the fans?” a longtime wrestling analyst commented.
Backstage sources reveal a mixed reaction among wrestlers and staff within WWE as well, with some uneasy about the increasing emphasis on outmaneuvering AEW off-camera rather than focusing solely on in-ring storytelling. One source shared on condition of anonymity:
“The company wants to protect its business, that’s natural, but sometimes it feels like the counter-programming overshadows the product itself. It puts the emphasis on corporate chess moves more than on wrestlers’ performances.”
What’s Next for WWE vs. AEW?
As WWE dives deeper into counter-programming, including rare moves like main roster PLEs head-to-head with AEW pay-per-views, this competition signals no quick resolution. Bryan Danielson’s voice, spanning both promotions, adds a valuable critical viewpoint—acknowledging AEW’s industry contributions while questioning WWE’s strategic motivations.
Fans and insiders alike will be watching how this scheduling battle evolves, whether it leads to innovations, fan fatigue, or even a new modus vivendi between two wrestling giants.
This ongoing saga between WWE and AEW reflects an evolving wrestling world where legacy meets insurgency, economics meet entertainment, and where decisions made in boardrooms ripple down to wrestlers and fans around the globe.