Inside AEW’s Rise in 2025

To say that AEW had a return to glory in 2025 would be an understatement. For years, the company had struggled to find the footing it saw in 2021. In some respects, they’re still getting there, but the perception has shifted, and the product is headed in a better direction.

I’d say this momentum kicked off tangibly with the Owen Hart Cup. Specifically, the finales, where Hangman Adam Page and Mercedes Mone defeated Will Ospreay and Jamie Hayter, respectively. All In’s showing in Arlington, Texas, continued this trajectory, as did a litany of other pay-per-views and weekly televised programs.

While it’s true that the year wasn’t exactly perfect for the brand, there have been missteps. However, that doesn’t negate the leaps in quality of the promotion over the course of the year. A lot can be said for what hasn’t gone right, but far more can be illustrated in the strengths of AEW’s rebound.

AEW’s In-Ring and Storytelling Philosophy

After the hires of former WWE production and creative staff proved awkward from 2023 to 2024, it was clear that the WWE approach wouldn’t work with AEW. Any attempt at gaining “casual” fans would not work out by copying their playbook. Casuals are going to lean more towards the familiarity of WWE. It’s natural.

Any other casual who doesn’t visit professional wrestling/sports entertainment often can plausibly gloss over the company. WWE’s a monolith of a monopoly, and they did a solid job of obscuring other companies in the decades they reigned dominion over the medium.

What AEW sought to be in 2025 was what it hoped to be in the first place: serving as an alternative. WWE has its way of doing things that satisfies its fanbase. But what about the fans looking for something more, something different? Those curious souls, the jaded, and the hardcore, flocked to AEW.

There, Tony Khan promotes his stories with more intricacy that doesn’t necessarily spoonfeed. It requires full attention. Considering the long-term storytelling, the company has the patience to maintain continuity and growth. Even when something seemingly “doesn’t have a story”, there’s a story being cultivated.

A standard critique I see of WWE is the way its storytelling is dominantly handled by promos, mid-match smack talk, and pauses to stare. And that’s fine. Formulaic isn’t always a bad thing. AEW doesn’t rest on that, however. Sure, they’ll indulge in these things, but their in-ring storytelling lies in the nuances and subtleties that tweak the narrative satisfyingly upon rewatch. I’d know, as I often cover matches for other sites, looking for these sweet, tiny details.

That isn’t to say AEW has been flawless in this. It still struggles to book the women’s division more handily. A fine example of this is how Toni Storm and Mariah May’s Hollywood Ending match didn’t main event AEW Revolution. Another would be the miscommunication status of the AEW Unified Championship this year.

The Descent of WWE’s Quality

During AEW’s struggles in 2023 and 2024, WWE found itself with more fans and improved booking. Be it from CM Punk’s outbursts to locker room drama to jabs at WWE, fans turned away over time. Loyal fans mourned the identity of a company that was unrecognizable from what it tried to be. WWE capitalized on this and the seeming departure of Vince McMahon by catering to hardcore tastes.

Then came WrestleMania season. WrestleMania 41 in Las Vegas was set to follow WWE’s success from the previous two years. Of course, that’s when the public relations nightmares started. There’s a lot of ground to cover there, from talents sharing their love for Vince McMahon to the increasing political influence.

Including the return of Brock Lesnar, who is allegedly involved in legal proceedings, discomfort spread among WWE fans. Outside of that, uninspired creativity gave way to disinterest, especially with most weekly shows ending in repetitive disqualification finishes.

AEW and a Growing Fanbase Amid Politics

Not factoring in fans who watch AEW alongside WWE programming, fans teetered toward the former of the two wrestling companies. Through hearsay and virality, fans returned to the AEW product, viewing it as a safe space from what WWE was becoming. Uninvolved with the White House, AEW was the alternative, and an important one amid the worryingly widening societal dissent.

With WWE alienating some viewers, AEW’s popularity increase can be attributed to a few factors. One of these is the working relationships with specific indie promotions alongside NJPW and CMLL. Regarding the previous topic, the diverse fandom found an inclusive environment that speaks to them.

For instance, Hangman Page’s all-Spanish promo in Arena Mexico and Brody King’s “Abolish ICE” shirt appealed to non-white fans. Mercedes Mone’s star power and Swerve Strickland’s hip-hop career attracted black fans. The LGBTQ+ fanbase found its representation in Toni Storm’s relationships with Mariah May and Mina Shirakawa. Furthermore, the intense rivalry between Page and Strickland enjoyed fanfare from that same community.

It’s not only the bad creative and polarizing politics from WWE that drove fans back to AEW. The company itself worked hard to pay off its angles with some day-one talents and inclusions of talent like Will Ospreay, Kevin Knight, and Speedball Mike Bailey.

The company emphasized the “elite” part of its name, demanding that everyone step up to the level of performance from its popular and growing stars. In compelling storytelling and exhilarating performances, it’s no wonder the company is a hot prospect. Amid cross-promotions with other Warner Bros media, it can also continue, as seen with the relationship to DC Comics.

Where Will AEW Go in 2026?

I can’t confidently say how the upcoming year will go for AEW. With that in mind, I’ll lay out some of my hopes and thoughts. The most evident things I’d love to see addressed are the booking of the women’s division. I want more space for women that isn’t relegated to spots that are a detriment to talent.

Be bold with the card placement. If it’s not enough to warrant a main event, try placing it somewhere where it’ll flourish.

Let them set the tone in the beginning or have them reheat the crowd in the middle. Don’t present them as the cool-down match that sees fans flocking en masse to the bathrooms and concession stand. Condition the fans to expect elite work from your elite women.

The title picture, while I’m not annoyed by it in the slightest, could use some adjusting. A glaring occurrence of this is the Unified Championship situation. This title was meant to consolidate the International and Continental Championships, just to be split after the Continental Classic. Why have it in the first place?

Overall, the most helpful feedback I have for 2026 is to resume what worked in 2025. AEW has an identity now as a substantial program. Everyone must give gripping promos, intense matches, and exude charisma to be the best of the best.

After all, it’s “where the best wrestle,” so let’s keep it that way.