i think they have definitely plateaued. i think one thing they need to focus on more is appealing to people who come in clueless. so much of their stuff is predicated on knowledge of people/things from outside of their company or is YouTube only content. that is MAYBE a quarter of their TV audience, and it's just not smart. my sister legit started watching wrestling for the first time when AEW started, and i constantly have to field questions for her that TV should be answering. she can't be alone in that, and not everyone has the resources and/or patience to fill themselves in. and they shouldn't have to.
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