Tony Khan, the leader of All Elite Wrestling (AEW), is exploring a significant shift in the scheduling of AEW pay-per-view (PPV) events, potentially changing their start times to challenge WWE‘s programming strategies. This consideration follows AEW’s recent adjustments to begin its PPVs earlier in the day, a move aimed at competing more effectively against WWE’s expanding presence through counterprogramming tactics.
This past Saturday in Ontario, Canada, AEW held its blockbuster event, All Out, which was initially set to air directly against WWE’s Wrestlepalooza event. However, Khan and Warner Bros. Discovery (WBD) agreed in a joint announcement to move AEW’s PPV to an earlier afternoon slot. This scheduling aligns with the trend AEW established starting with All In: Texas and last month’s Forbidden Door, both of which featured afternoon start times in North America and prime-time broadcasts in the United Kingdom.
Reflecting on this strategy during the post-show press conference after All Out 2025, Khan acknowledged ongoing deliberations about making afternoon starts a permanent fixture on Saturdays and possibly Sundays.
“It’s definitely something to think about, especially on Saturdays with the way the schedules and what we’re doing. I do think there’s something to it, it’d be something to consider, also, on some of the Sundays. It’s been tremendous for three straight pay-per-views. I think the point you’re making is definitely something I’ve taken into consideration. All In: Texas, that early start time, and having that manageable start time in the UK, it made sense.” Tony Khan, AEW President
Khan elaborated on how the time changes benefited AEW’s international audience and domestic viewership, particularly highlighting success in the UK market.
“Then we were in London at The O2 for Forbidden Door, and that did have that same kind of domestic here in North America, that kind of afternoon start time like today’s show, tonight’s show, and that’s the third straight pay-per-view that had an afternoon start time in the East Coast, effectively, and the third straight pay-per-view that’s been on in prime-time in the UK.. And we’ve had great results, great buys from the UK, the TV ratings in the UK are through the roof. Absolutely, that’s a huge consideration to us, so that is a big part of it, and I’m really glad you asked that because that’s absolutely one of the considerations we’ve thought about here,” Tony Khan, AEW President
It remains uncertain how this scheduling approach will influence AEW’s future events and whether it will intensify rivalry with WWE, which continues to adapt its programming in response.
Upcoming AEW Dynamite Episode to Feature Major News from Tony Khan
Following the conclusion of All Out in Toronto, AEW prepares for its weekly television show, Dynamite, set to air from the Petersen Events Center in Pittsburgh, Pennsylvania. Tony Khan has announced that he will share a significant update during this week’s Wednesday Night Dynamite broadcast.
Among the most anticipated announcements is the possible introduction of AEW’s inaugural Women’s Tag Team Championships, an addition fans and industry insiders have eagerly awaited. This development would mark a notable expansion of AEW’s women’s division and could impact booking strategies moving forward.
Potential Impact of Scheduling Changes on AEW’s Position in Sports Entertainment
Adjusting PPV start times to earlier afternoon slots may provide AEW with strategic advantages in viewership ratings and market reach, especially across different time zones. Khan’s emphasis on accommodating the UK audience during prime-time hours indicates AEW’s intent to build a strong international fanbase alongside its North American audience.
These scheduling shifts also come amid a competitive landscape where WWE continues aggressive counterprogramming efforts, pushing AEW to innovate its programming and outreach. How this maneuver influences AEW’s ability to draw buys, television ratings, and live attendance could determine the company’s success in its ongoing rivalry with WWE.
AEW’s approach under Tony Khan reflects a dynamic and flexible strategy, highlighting an understanding of diverse market demands and the importance of global viewership. Fans and industry watchers will be closely monitoring whether this shift sets a new standard in PPV scheduling and alters the balance in the fierce competition between the two wrestling giants.
