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Endeavor’s Plan For NXT After WWE Sale

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NXT got a makeover back in 2021 and started focusing more on gimmicks alongside wrestling, something the brand wasn’t really known for before, as the main focus during the its Black and Gold era was on wrestling only.

Sometimes WWE treats NXT as a developmental brand, and sometimes they treat it as a third brand.

WWE CEO Nick Khan prefers the latter as he wants NXT to be seen as a legitimate brand by the fans. He has been credited for main roster stars appearing on NXT to help boost its ratings ahead of the media rights deal expiring with the USA Network.

The plan has worked as NXT experienced a boost in ratings ever since top stars like Seth Rollins, The Judgment Day (Finn Balor, Damian Priest, Dominik Mysterio & Rhea Ripley) and Rey Mysterio started appearing on the show.

According to the Wrestling Observer, there is a renewed focus from Endeavor and Nick Khan on making NXT what was termed a “sustainable third brand.”

The new goal is to have NXT hold shows outside of Florida in venues that can accommodate at least 2000 people.

This week’s episode of NXT drew 776,000 viewers with a 0.23 rating in the 18-49 demo, which is up from last week’s 717,000 viewers with a 0.23 rating.

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