After an intense summer of direct scheduling clashes, WWE appears to be stepping back from trying to counter-program All Elite Wrestling’s (AEW) remaining pay-per-view (PPV) events in 2025. According to a new report from WrestleVotes Radio, WWE has no additional shows planned to directly go head-to-head with AEW’s PPVs for the rest of the year, marking a notable change in its recent aggressive strategy.
WWE’s Summer of Head-to-Head Competition with AEW
Throughout the summer of 2025, WWE actively scheduled events on the same dates as AEW’s major PPVs, starting with NXT’s premium live events (PLEs) clashing against AEW’s shows like Double Or Nothing and Forbidden Door. This tactic ramped up in September when WWE escalated the competition by scheduling a main roster PLE, Wrestlepalooza, against AEW’s All Out PPV on September 20, 2025. This marked the first time WWE’s primary brands directly booked on the same day as an AEW marquee event rather than the NXT third brand historically used for counter-programming purposes[1][3].
Dave Meltzer of Wrestling Observer Radio called the move somewhat “underhanded,” noting that although it wouldn’t have the same financial sting it would have had back in 2019 or 2020, it definitely signaled WWE’s intent to avoid allowing AEW uncontested spotlight[1].
The Shift in WWE’s Counter-Programming Approach
Despite the earlier summer clashes, WrestleVotes Radio recently revealed that WWE plans no further direct counter-programming for AEW’s remaining 2025 PPVs. Specifically:
October 18 (AEW WrestleDream): WWE is scheduled to hold a SuperShow event in Japan, but due to the significant time difference, this won’t result in live competition for viewers[2].
November 22 (AEW Full Gear): WWE has no event scheduled that would overlap; Survivor Series is planned for the following weekend, avoiding a direct conflict[2].
December 27 (AEW Worlds End): WWE will run two non-televised “Holiday Tour” live events in Tampa and Pittsburgh. WWE reportedly considered moving John Cena’s retirement match to this date to compete but ultimately decided against it[2].
A source close to WWE shared with WrestleVotes, “There’s a clear tactical shift here — after months of pushing hard, WWE leadership seems satisfied with the summer’s head-to-heads and is now focusing on other priorities.” This suggests WWE might be stepping back from punishing direct clashes to avoid over-saturating fans or diluting their own brand’s impact[2].
AEW and WWE’s Ongoing Strategic Dance
AEW’s Tony Khan appeared willing to adjust event start times to avoid direct competition. For example, AEW All Out moved to a 3 p.m. EST start to steer clear of WWE’s Wrestlepalooza later that night. This ongoing chess match of scheduling reflects the growing rivalry in pro wrestling’s top tier[4][5].
Bryan Alvarez of Wrestling Observer Live noted that WWE had been committed to counter-programming AEW and predicted future scheduling wars might include WWE adjusting show start times in reaction to AEW moves. However, this latest report indicates WWE may be temporarily dialing back this tactic for the rest of 2025[4].
AEW star MJF praised WWE’s counter-programming strategy as smart business but also acknowledged that the competition keeps both companies sharp[1].
What This Means for Wrestling Fans and Both Promotions
WWE’s decision to hold off on more direct conflicts with AEW PPVs for the remainder of 2025 could have several implications:
Less Split Viewership: Fans won’t be forced to choose between two flagship events on the same night in the upcoming months, potentially improving viewership numbers for both companies.
Strategic Reassessment: WWE might be shifting to focus more on longer-term brand building rather than short-term head-to-head clashes.
AEW’s Opportunity to Grow: With WWE stepping back, AEW’s PPVs can get exclusive spotlight in the fall and winter windows.
A WWE insider commented, “WWE is playing a longer game now — it’s not just about beating AEW on any given night but about maintaining premium content and brand strength over time. After the summer skirmishes, the company is pacing itself for sustained growth”[2].
Looking Ahead: Could Counter-Programming Return in 2026?
While the remainder of 2025 appears clear of counter-programming battles, WWE’s history and the highly competitive nature of the wrestling business suggest the tactic could resurface. Factors such as fan engagement metrics, media rights deals, and talent storylines might influence future scheduling moves.
Tony Khan’s AEW has proven nimble in navigating WWE pressure through start time adjustments and event innovations, setting the stage for continued rivalry[5]. WWE’s top executives, including Triple H and Nick Khan, have communicated their intent to vigorously protect their market share, meaning counter-programming or similar tactics could reemerge if the business climate demands it[1][4].
Final Thoughts
WWE’s reported decision to stop scheduling events against AEW PPVs for the rest of 2025 reflects a strategic pause after months of direct competition. The move signals a potential shift toward spacing out major events to preserve audience attention and build momentum through other avenues.
For fans, this pause might mean less forced choosing and more opportunities to enjoy both promotions’ major shows without direct conflicts. Behind the scenes, the rivalry between WWE and AEW remains fierce, with each company carefully maneuvering their event schedules to maximize impact.
As one WWE source put it, “This isn’t the end of the game — just a new chapter in the ongoing wrestling wars.” Wrestling observers will be closely watching how both companies approach 2026 and beyond.
If using excerpts from this analysis, please credit WrestleVotes Radio with a hat tip to WrestlingNews.co for the transcription.