Latest On Endeavor’s Goals For WWE NXT As A ‘Third Brand’ & To Surpass AEW Dynamite

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There has been a major update on WWE’s soon to be parent company Endeavor’s goals for growing NXT to become a viable third brand alongside Raw and SmackDown, along with goals to beat out AEW Dynamite in an important aspect.

Writing in the latest Wrestling Observer Newsletter, Dave Meltzer revealed what particular metrics of success Endeavor plans to hit with the NXT brand, taking it beyond where it has been in recent years.

With NXT viewership surging recently, aided by the presence of established main roster names such as Seth Rollins, The Judgment Day and recently Rey Mysterio, Endeavor feel that along with a strong TV rights renewal, larger scale TV tapings outside of Orlando’s Performance Center could be on the cards soon.

Meltzer writes:

There is a renewed focus from Endeavor as well as Nick Khan on making NXT what was termed a sustainable third brand.

The idea is to build up the ratings so they can get a good rights fee for the show and then NXT can be a money maker.

The goal is to go back to what it was, running regular tours outside of Florida in 2,000 seat arenas and taping television on the road like Raw and Smackdown.

It had previously been reported that WWE were ‘pushing’ for NXT to beat out AEW Dynamite, specifically in the 18-34 age demographic, a category, as Meltzer details, that NXT has never beaten AEW in.

Meltzer continued, detailing this particular goal and how WWE are currently progressing in making it happen, writing:

Right now the goal for NXT that we keep hearing is to close the gap with Dynamite in the 18-34 age group, where they’ve been close the last few weeks and I believe a category NXT never beat AEW in previously, but in the new incarnation in recent weeks with the jump from using Dominik Mysterio and Rhea Ripley, they’ve improved greatly in.

The idea is that’s the age group they need to be strong for touring and to get new stars strong enough that they reach that audience and can tour with them on top. It was also noted internally how their Cedar Park, TX, show outdrew several of the recent Dynamite and Rampage tapings.

The most recent TV ratings for both the August 8 NXT and August 9 AEW Dynamite show that AEW’s flagship show still holds the upper-hand, however, that gap is no longer as large as it previously was.

NXT this week (August 8) scored 776,000 viewers overall with a 0.23 in the 18-49 demographic while Dynamite (August 9) scored 846,000 viewers and 0.29 in 18-49.

While WWE NXT may be focused on beating Dynamite, the two shows will in fact go head to head once again in the near future – click here for more details.

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• Nick Khan
• endeavor
• Dynamite
• AEW
• nxt
• wwe

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