WWE used to air their weekly episodes of NXT TV each and every Wednesday nights and as a result, they would go head-to-head with AEW’s Dynamite. AEW Dynamite would end up beating WWE NXT in the 18-49 key demo rating majority of the time until WWE moved their NXT shows to Tuesday nights, but still started not drawing as much viewers as they initially intended to.
The company changed up their strategy drastically by sending a number of their main roster talents to NXT such as WWE World Heavyweight Champion Seth “Freakin” Rollins, WWE Hall of Famer Rey Mysterio and The Judgment Day, which has led to the brand’s viewership numbers increasing over the past few months and this idea is all thanks to WWE CEO Nick Khan in an effort to help boost NXT’s television ratings.
WWE CEO Nick Khan has not only come up with the idea of having main roster stars appear on WWE NXT TV to help boost the brand’s ratings, but to also help the brand ahead of their TV and media rights deal with the USA Network expiring and to help the brand ahead of the official Endeavor-WWE merger.
Dave Meltzer stated on a recent edition of the Wrestling Observer Newsletter that Endeavor has bought into the vision of Nick Khan for the WWE NXT brand and there is a renewed focus from Endeavor as well as from Nick Khan on making NXT a sustainable third brand. Meltzer also noted that the new goal is to have NXT hold shows outside Florida in 2,000-seat arenas for television events, but there is still no timeline for when the company wants this to happen.