As traditional cable TV continues its decline, All Elite Wrestling (AEW) has successfully leveraged streaming platforms to boost its audience. This year, AEW began simulcasting events on HBO Max, coinciding with WWE’s move of Raw to Netflix. This strategic timing helped AEW recover from a slow start in 2024, with Nielsen reporting a 25% rise in viewership for Collision and a 6.5% increase for Dynamite in the second quarter compared to the previous one. These figures exclude HBO Max streaming numbers, which remain undisclosed despite internet speculation.
Streaming Drives Growth in Target Demographics
The growth in AEW’s audience is especially notable among adults aged 25 to 54, a key demographic for advertisers. Tony Khan, AEW’s CEO, highlighted streaming as a critical factor in reaching younger viewers, stating,
“We’ve been picking up traction in these key demos,”
and added,
“a lot of the growth is on streaming.”
Challenges Remain Despite Positive Trends
Despite these gains, AEW’s year-over-year viewership for both Collision and Dynamite still trails by 9% and 12%, respectively. However, Khan remains confident in AEW’s partnership with Warner Bros. Discovery (WBD), which supports their media presence through a $185 million deal that covers TBS, TNT, and HBO Max.
Balancing Digital Buzz with Exclusive Content
Khan emphasized the importance of maintaining a balance between expanding reach through social media and preserving the exclusivity of premium content. AEW uses platforms like YouTube and TikTok to engage fans with highlights and supplementary material, but avoids live-streaming major matches for free, contrasting with some competitors who offer marquee bouts openly online. Khan explained,
“People want to watch the full event in its entirety, but also consume highlights on digital,”
underscoring this dual approach.
Confidence in AEW’s Position Amidst Industry Changes
With Warner Bros. Discovery preparing to separate HBO Max from its traditional cable networks, Khan expressed assurance about AEW’s continued standing on both streaming and linear platforms. He noted,
“We have a great partnership with both sides,”
and stressed AEW’s strong presence across WBD’s media outlets.
AEW Marks a Milestone While Navigating Media Shifts
Looking ahead, AEW is poised to celebrate the 100th episode of Collision this Saturday, airing simultaneously on TNT and HBO Max. This milestone highlights the company’s ability to thrive by adapting to the evolving landscape where streaming and cable coexist. As the sports broadcasting environment grows more fragmented, AEW’s experience signals a pathway for wrestling promotions balancing old and new media formats.
Our Reader’s Queries
Q. Is Tony Khan a billionaire?
A. Forbes states that Shahid Khan, Tony Khan’s father, has a net worth exceeding $12 billion. While Tony Khan’s exact net worth isn’t public, reports suggest it is about $1.5 billion due to his AEW ownership.
