AEW makes bold change amid WWE's counterprogramming

"The event was originally scheduled to start at 8 p.m. ET. No reason was given for the move, but on Aug. 20, WWE announced WWE Wrestlepalooza would take place on Sept. 20," Fightful Select reported.

Why AEW's change in start time matters 

By moving to 3 p.m., Khan is avoiding a potential head-to-head with WWE. Now, fans who enjoy both products won't have to choose between them. All Out will likely flow directly into the start Wrestlepalooza. 

However, the more nuanced take here is that by running their show earlier in the day, AEW can showcase the stark difference in in-ring ability between the two companies. Wrestling fans will transition from hard-hitting, wrestling-first action to the more performative and polished, kid-friendly product WWE offers.

While a 3 p.m. start time could cost AEW some live domestic viewership, it will make the event more accessible to the international market. As long as there's buzz online, and buyrates remain high, there's not much to lose from AEW's standpoint.

AEW should remain fluid 

WWE isn't going to stop counterprogramming. It's the biggest weapon in their toolbox. While Khan and AEW can't be seen to be running scared, they must embrace earlier time slots where possible. The more people who can see the clear gap in products and the elite-level events AEW produces, the better.

In truth, WWE is potentially hurting itself by putting on sub-par Premium Live Events to rival the thing AEW is known for excelling at. Nevertheless, competition is good for everyone, and if this can drive both companies to be better, then it's the fans who will win. 

AEW All In: Texas also had an early start time, and it was a raging success. Therefore, there's no reason to think anything different will happen this time around. 2025 has been AEW's year. Barring a catastrophe, that doesn't appear to be changing in the final few months.