Following a summer marked by aggressive scheduling clashes, WWE reportedly will halt counter-programming efforts against AEW’s pay-per-views for the remainder of 2025 after their September head-to-head event, All Out vs. Wrestlepalooza, according to sources on WrestleVotes Radio[2]. This development signals a notable shift in WWE’s strategy against AEW’s expanding calendar.

Background on WWE’s 2025 Counter-Programming Strategy

Throughout 2025, WWE has increasingly booked events to coincide with AEW’s major pay-per-views in a bid to siphon viewers and undermine their rival’s momentum. Initially, WWE’s counter-programming was largely limited to NXT premium live events (PLEs) scheduled opposite AEW’s flagship pay-per-views such as Double Or Nothing and Forbidden Door. This approach allowed WWE to challenge AEW without deploying main roster stars, maintaining flexibility while still engaging in direct competition[1][3].

However, the looming September 20 clash diverged from this pattern, as WWE announced Wrestlepalooza, a main roster premium live event set to run head-to-head with AEW’s All Out from Toronto’s Scotiabank Arena[1][3]. Industry insiders, including Wrestling Observer’s Dave Meltzer, characterized this as a bold escalation, noting that unlike previous years—when pay-per-view counter-programming could cripple AEW’s revenue—today’s streaming and digital consumption dilute such tactics’ impact[1].

The September Showdown and Its Aftermath

Wrestlepalooza vs. All Out on the same night marked WWE’s most aggressive position yet in this ongoing rivalry. AEW proactively scheduled All Out to begin earlier in the afternoon (3 p.m. EST) to avoid direct time conflict, reflecting how both promotions are adapting their strategies around each other[4][5].

Following this intense summer-and-early-fall confrontation, WrestleVotes Radio revealed an insider view of WWE’s 2025 remaining event calendar. It shows clear openings on AEW’s upcoming pay-per-view dates in October, November, and December:

• October 18: AEW’s WrestleDream airs while WWE holds a Japan tour event with minimal overlap due to time zones.
• November 22: AEW’s Full Gear pay-per-view with no WWE event on the same day; Survivor Series will occur the following week.
• December 27: AEW’s Worlds End event coincides with WWE non-televised house shows, not a televised PLE or major event[2].

This absence of direct schedule clashes after September indicates that WWE will step away from head-to-head competition through the end of 2025, a sharp contrast to previous months of intentional event overlap[2].

WWE’s Long-Term Counter-Programming Outlook

The decision appears partly strategic and partly logistical. With the WWE main roster already committed to international tours, house shows, and the Survivor Series window, maintaining aggressive counter-programming could strain creative resources and overexpose talent. According to a WWE insider cited by WrestlingNews.co, the company recognizes the diminishing returns of costly head-to-head battles beyond September[2].

Still, as reported by Bryan Alvarez on Wrestling Observer Live, sources within WWE have expressed a continued willingness to counter AEW in the future if necessary, hinting that the current break could be tactical rather than permanent[4].

AEW owner Tony Khan has publicly acknowledged the impact of WWE’s counter-programming while remaining confident in AEW’s loyal fanbase and growth trajectory[5]. AEW’s adaptations, such as shifting show start times to avoid direct conflict, suggest an ongoing game of scheduling chess between the two companies.

Industry Reaction and Future Considerations

Wrestling journalists and insiders have mixed reactions to WWE’s move away from counter-programming for the year’s end. Some, including industry veteran Dave Meltzer, view WWE’s implementation as an underhanded tactic that ultimately may not deliver significant results in today’s wrestling landscape, where pay-per-view revenue is less critical than in years past[1].

Others see WWE’s summer push culminating in a big September “final round” before flexing scheduling muscle less aggressively for the balance of the year. This approach may preserve relationships with broadcasters, maintain fan interest without oversaturation, and allow WWE to prepare fresh programming leading into 2026[2][4].

Looking Ahead

While WWE’s counter-programming will pause through the rest of 2025, the rivalry between WWE and AEW is far from settled. Both companies remain committed to competing in programming, ratings, live events, and pay-per-view arenas. The evolving tactics in scheduling, start times, and promotion quality will continue shaping how wrestling fans experience these business titans.

According to sources close to WWE, management views the cessation of counter-programming after September as a calculated strategic reset, not a retreat. This allows WWE to evaluate audience response, impact, and refine future competitive strategies heading toward WrestleMania season and beyond[2].

As the wrestling world watches this high-stakes rivalry evolve, 2026 promises potential innovation in promotional tactics and programming battles across the pay-per-view landscape.

Reported by WrestlingNews.co, Wrestling Observer Radio, and WrestleVotes Radio, with analysis from industry insiders and experts.