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If you’re a smart wrestling fan — a “smark” — who knows the lingo, keeps up with backstage news, and critiques booking online, I want to invite you to look at wrestling from another angle. Instead of just being a passionate consumer, think like a business owner, promoter, or booker. Once you do, some of WWE’s choices that seem boring, repetitive, or too slow might start to make perfect sense.

WWE vs. AEW in 2025: The Current State

WWE is still selling more tickets than AEW — and the gap has widened.

WWE’s Momentum: WrestleMania 40 (2024) shattered records with over 145,000 fans across two nights. International shows like Clash at the Castle (Scotland), Elimination Chamber (Perth), and Backlash (France) sold out. In 2025, the build toward WrestleMania 41 is already generating buzz, with major storylines like Cody Rhodes’ continued run as champion and The Bloodline saga still drawing.

AEW’s Struggles: After a strong 2023 with Wembley Stadium’s All In, 2024 and early 2025 have seen declining attendance. Reports show many Dynamite and Collision tapings with large tarped-off sections. Even big shows often fail to reach capacity outside of a handful of markets.

So why is WWE thriving while AEW, despite being praised for having better “in-ring wrestling,” isn’t pulling the same numbers?

WWE’s Slow Burn Storytelling vs. AEW’s Fast-Paced Booking

A common online complaint: WWE drags its stories out too long, repeats matches, and moves at a snail’s pace. Meanwhile, AEW feels like an adrenaline rush — one shocking segment after another.

Here’s the truth: WWE is deliberately slow. They want to make sure that the entire audience — hardcore fans and casuals — are on the same page. Not everyone watches every week, so repetition is a tool, not a flaw.

Example:

The Bloodline Storyline (2020–2025): It’s been running for nearly five years. Roman Reigns, The Usos, Solo Sikoa, and now Jacob Fatu have all been central. This has created an epic, multi-generational saga that fans are deeply invested in. It’s also a huge driver of ticket sales and merchandise.

Contrast that with AEW:

The Four Pillars Feud (2023): MJF, Jungle Boy, Darby Allin, and Sammy Guevara were teased as the company’s future. Instead of building a long-term, layered rivalry, it was rushed into a four-way match at Double or Nothing within six weeks. The angle fizzled, and none of the four gained the star power AEW hoped for.

AEW often burns through what could be months of TV in a single night. That excites hardcore fans in the moment, but it doesn’t build lasting investment.

Why Long-Term Storytelling Wins

From a business perspective, audience investment matters more than instant gratification.

WWE creates anticipation. That anticipation leads to emotion. And emotion = money.

Casual fans — who make up the bulk of ticket buyers and merchandise customers — need clear, simple stories told over time.

This is why moments like Sami Zayn confronting Roman Reigns in Montreal (2023) or Cody Rhodes “finishing the story” (2024) hit so hard. Fans had weeks, months, even years to get emotionally invested.

When AEW hot-shots a story, the payoff is exciting, but it’s fleeting. The casual audience doesn’t have enough time to care.

Networks and Revenue: The Real Audience

Smart fans often forget: the real customer isn’t just us in the arena — it’s the TV networks.

WWE carefully structures shows with cliffhangers, recaps, and consistent character arcs. This makes NBCUniversal, FOX, and their future streaming home Netflix feel confident they’ll get reliable ratings and predictable value.

AEW’s inconsistent storytelling makes it a harder sell for Warner Bros. Discovery. Rumors about Warner’s hesitation in securing AEW’s long-term future highlight the risk of relying on short-term buzz.

Merch Tells the Story Too

Business reality check: merchandise sales follow emotional connection.

Roman Reigns, Cody Rhodes, LA Knight — all are top sellers because they’ve been given time to connect.

AEW has stars like Kenny Omega and The Young Bucks, but ask yourself: how many casual fans wear their shirts outside of a wrestling show? Not many. Merch thrives when stories make fans proud to rep a character.

From the Wrestler’s Perspective

Put yourself in a performer’s shoes. Would you rather:

Get a consistent character, months of storyline development, and a guaranteed WrestleMania spotlight?

Or jump from feud to feud in exciting but short-lived programs, hoping you don’t get lost in the shuffle?

WWE’s structure gives talent longevity, stability, and legacy. AEW often gives freedom and creativity — but without long-term planning, that can become chaos.

Final Thoughts: Learning to Think Like a Booker

As smart fans, the next level of appreciation isn’t just knowing about “kayfabe” or recognizing five-star matches. It’s understanding why decisions are made from a business perspective.

WWE succeeds because they slow down, repeat, and condition their audience.

AEW struggles because they often sprint when the marathon approach builds more lasting success.

So the next time WWE runs another rematch, or stretches a feud for months, don’t dismiss it as “boring.” Instead, ask yourself: What’s the business play here?

That shift in perspective is what separates a fan from a future booker.

Closing Note

If you’ve made it this far, you’ve taken the step from being just a smark to being a student of the business. Remember: wrestling isn’t just about the moves — it’s about the money, the moments, and the memories.

Stay sharp. Stay carny. And maybe, just maybe, start working yourself, brother.