In a troubling turn for the blue brand, WWE SmackDown has hit what some are calling a new low in viewership—and veteran wrestling reporter Dave Meltzer has spoken out on how both WWE and the USA Network are reacting behind the scenes. The timing is especially sensitive, as the entire industry navigates a newly implemented TV ratings model.
SmackDown’s latest airing drew just over 1,030,000 viewers and scored a 0.23 rating in the 18–49 demo, two marks that stand out as some of the lowest in recent memory. These numbers come in the wake of Nielsen’s revamped “Big Data + Panel” system, which now factors in data from smart TVs and set-top boxes to produce what Nielsen claims is a more accurate reflection of modern viewing habits.
Meltzer, during a recent edition of Wrestling Observer Radio, didn’t mince words: seeing SmackDown drop to a 0.23 in the key demo was more than just a blip—it was a red flag. He noted that while a 0.35 with this new system might have been tolerable, sliding all the way down to 0.23 signals a serious structural problem. He also emphasized the cost implications: WWE and USA are investing heavily in SmackDown, and yet the returns are diminishing. According to Meltzer, the drop “can’t be overstated” given the financial stakes.
In a twist, WWE Raw also posted new low viewership figures on its Netflix metrics, although that program is not subject to Nielsen’s new model. Still, it underscores a trend: wrestling as a televised product is being squeezed by competing priorities—sports, streaming, and changing audience patterns.
One key factor in the slide is the shift in how ratings are measured. Under the old system, many wrestling fans—especially younger viewers who rely heavily on streaming or nontraditional platforms—likely weren’t counted fully. The new Nielsen formula is intended to correct that, but it’s exposed how far current TV numbers may fall when measured more strictly. Meltzer warned that historically acceptable ratings now look much weaker in comparison, and that could affect how advertisers and network executives judge wrestling’s value.
What’s telling is how WWE and AEW seem to be handling the change diplomatically. Neither company is publicly panicking, even as the metrics shift beneath them. Reports suggest that both are quietly adapting, aware that having access to more reliable data is a double-edged sword: it brings clarity but also scrutiny.
So what might this mean for SmackDown’s future? The obvious risk is pressure from USA Network on WWE’s creative and scheduling decisions. If WWE continues to pour money into SmackDown while the returns flatten or fall, adjustments are inevitable—whether in format, timeslots, or content. For WWE, the question now is how aggressively to respond: double down, course-correct, or accept that the TV era of wrestling must evolve.
Whatever happens next, this is a wake-up call. If SmackDown’s viewership declines under the spotlight of new measurement, it’s not just a ratings issue—it’s a signal that wrestling’s relationship with television is entering a new, challenging phase.
