What started as a temporary expansion has turned into a permanent fixture for WWE programming. Friday Night SmackDown’s three-hour format, which debuted in January 2025, was supposed to be a short-term experiment. Instead, USA Network has decided to keep the blue brand’s extended runtime for the foreseeable future, abandoning their original plans to scale back in June.
The Network’s Change of Heart
Wrestling Observer’s Dave Meltzer shed light on USA Network’s strategic pivot during a recent episode of Wrestling Observer Radio. The cable network had initially planned alternative programming to fill the 10-11 PM timeslot following a return to SmackDown’s traditional two-hour format.
However, the numbers told a different story. SmackDown’s third hour consistently outperformed any potential replacement programming by a significant margin. For a network where WWE’s flagship Friday show serves as their ratings cornerstone, the decision became a no-brainer.
“Until USA changes the idea. It’s three hours until they change it. Originally it was gonna stop in June and USA had a show that they wanted to put on from 10 to 11 piggybacking off SmackDown, and for whatever reason, they made the call that it wasn’t worth it.”
SmackDown’s Ratings Dominance on USA Network
The wrestling veteran emphasized just how crucial SmackDown has become to USA Network’s programming strategy. The show’s third hour alone generates viewership numbers that dwarf the network’s other offerings, making it virtually irreplaceable in that timeslot.
“I think they realized that hour three (of SmackDown) is gonna do triple of anything (else) that they were gonna put on. SmackDown is so far and away the biggest show on that station.”
This revelation highlights WWE’s continued value as a content provider in an increasingly fragmented television landscape. While other programming struggles to maintain consistent viewership, professional wrestling continues to deliver reliable audience numbers.
No Extra Compensation for Extended Runtime
Despite the extended commitment, WWE isn’t receiving additional payment for the third hour of SmackDown programming. Meltzer’s analysis of WWE’s investor communications confirms that no financial adjustments were made to accommodate the format change.
“No (WWE is not being paid extra to continue with a third hour). I guess the way they signed the contract, they must have given USA the option. Because if they were making more money on the deal it absolutely would have been said at the investors’ call.”
This suggests that WWE’s original contract with USA Network included provisions for flexible programming lengths. The arrangement appears to benefit both parties – USA Network gets guaranteed ratings, while WWE receives extended television exposure for their roster and storylines.
Impact on WWE’s Creative Direction
The permanent shift to three hours presents both opportunities and challenges for WWE’s creative team. Additional television time allows for more comprehensive storytelling and increased screen time for talent who might otherwise struggle for exposure on a two-hour broadcast.
However, maintaining audience engagement across three full hours requires careful pacing and compelling content throughout the entire show. WWE’s creative team must now structure SmackDown episodes to prevent viewer fatigue while maximizing the extended runtime’s potential.
What This Means for Wrestling Fans
For wrestling enthusiasts, the extended SmackDown format represents more weekly content from WWE’s blue brand roster. Storylines can develop with greater depth, and midcard performers gain additional opportunities to showcase their abilities on national television.
The decision also reflects the broader strength of professional wrestling as television content. In an era where traditional programming struggles with cord-cutting and streaming competition, live wrestling continues to deliver consistent viewership that networks value highly.
USA Network’s commitment to keeping SmackDown at three hours demonstrates just how essential WWE programming has become to their overall strategy. With no definitive end date in sight, wrestling fans can expect extended Friday night entertainment for months to come – but will WWE’s creative team rise to the challenge of consistently filling that extra hour with compelling content?
