Credit: WWE.com
Bryan Danielson, a rare star who has headlined and held world titles in both WWE and AEW, has openly questioned WWE’s recent strategy of counter-programming AEW’s major events. While he doesn’t believe AEW represents a genuine existential threat to WWE’s business, Danielson finds WWE’s persistent scheduling clashes with AEW somewhat puzzling and indicative of “people who crave power and money” playing “weird games”.
WWE’s Persistent Counter-Programming Strategy
In 2025, WWE has repeatedly scheduled its premium live events and NXT specials to run concurrently or in direct conflict with AEW shows. Examples include WWE NXT’s Great American Bash coinciding with AEW All In, NXT Battleground overlapping with AEW Double or Nothing, and the recent NXT Heatwave going head-to-head with AEW x NJPW Forbidden Door. The latest development features WWE’s inaugural Wrestlepalooza premium event slated for September 20, the same night as AEW’s All Out.
WWE insiders confirm this is a deliberate tactic aimed at undercutting AEW’s viewership and market presence. Wrestling Observer’s Bryan Alvarez reports sources within WWE say that counter-programming will continue as a core part of the company’s strategy to aggressively “go after” AEW, even if it means forcing both promotions and fans into a scheduling tug-of-war. Alvarez predicts the competition will escalate to WWE shifting its own program start times to maintain leverage against AEW’s schedule changes.
Bryan Danielson’s Perspective: AEW Is Not a Real Threat
Despite WWE’s antagonistic scheduling, Danielson believes WWE executives don’t truly view AEW as an immediate risk to their billion-dollar empire. He explained in a recent interview that WWE’s counter-programming might stem more from personalities and a desire to assert dominance rather than competition based on genuine market threat.
“I’m just curious what the people making these decisions are thinking, as far as ‘Oh, okay, this AEW thing. It’s a real danger to our billion-dollar business.’ That can’t be it,” Danielson said. He acknowledged AEW’s role in changing wrestling for the better pointing out that stars like Cody Rhodes and CM Punk wouldn’t be in their current positions without AEW’s creation but remains realistic about the difference in scale between the two promotions.
AEW’s Response and Scheduling Adjustments
AEW has shown flexibility in the face of WWE’s counter-programming maneuvers. For instance, AEW moved the start time of the All Out pay-per-view to 3 p.m. EST, several hours ahead of Wrestlepalooza, in an effort to avoid direct overlap. AEW president Tony Khan remains focused on the promotion’s growth and success rather than engaging in a ratings war. Khan told media, “We’re very focused on AEW and making the shows tremendous” and implied having a competing promotion does not distract from AEW’s priorities.
According to sources close to AEW, this adaptive scheduling is part of a broader strategy to maintain fan engagement and retain distinct identity, rather than trying to out-muscle WWE through ratings wars alone.
The Business Behind the War: Power, Money, and Market Positioning
Multiple industry insiders, including Bryan Danielson, suggest WWE’s aggressive counter-programming is motivated less by AEW’s actual threat and more by internal politics, business ego, and a desire to control the wrestling broadcast landscape.
According to a WWE insider familiar with decision-making at the corporate level, “It’s about control and sending a message that WWE is the alpha dog. It’s less about AEW’s numbers and more about WWE’s approach to guarding its turf.” This aligns with Alvarez’s observation that WWE is prepared to keep escalating the scheduling battles, pushing the limits of counter-programming tactics.
Fan Reactions and Industry Implications
Despite the heavy-handed scheduling tactics, fans and wrestling analysts are split on whether WWE’s counter-programming ultimately benefits or harms both companies. Some fans express frustration over having to choose between two major shows on the same night, potentially diluting viewership and live attendance for AEW or WWE events.
Others argue that the competition stimulates both companies to elevate their content quality and innovate fan experiences. Wrestling journalist Jon Alba noted through reports that AEW’s strong 2025 season combined with WWE’s strategic moves keeps the wrestling world intensely dynamic and unpredictable.
What’s Next? The Future of WWE vs AEW Scheduling Wars
With Wrestlepalooza and AEW All Out happening in direct proximity, industry watchers are keen to see if WWE will escalate by introducing special NXT programming earlier in the day or shifting start times to further disrupt AEW’s scheduling.
One source within WWE hinted, “There’s a good chance we’ll see WWE make even bolder moves on the calendar if AEW continues to adjust theirs. It’s a game of chess at this point both sides trying to outmaneuver each other.”
Meanwhile, AEW’s willingness to modulate event times suggests a continued strategic tolerance for WWE’s interference, with a clear focus on long-term brand growth rather than short-term ratings battles.
