As of Q2 'Max' has 103 million subscribers now. Not all of them are going to be able to watch AEW right away because AEW has TV contracts in other countries to be honored. For comparison sake, 'Peacock' has over 33 million subscribers and I'd argue that it's done wonders for WWE even though I preferred the old WWE Network.
I don't know if 'Max' will help grow AEW's fan base but they will be available in a lot more homes now than they previously were.
The accessibility will be potentially huge, especially replays. WWE’s content being so widely accessible on Peacock and previously Hulu for next day replays has been, in my opinion, the second greatest reason for their booming business over the last several years with the top one being Vince getting pushed out.
For AEW, currently the only way for an American to legally watch a replay of AEW without going thru some hoops is off their DVR or by logging in with their cable credentials on the TNT/TBS apps. So they essentially have no next day streaming rights because it requires cable. That pretty much cuts them off from anyone who doesn’t have cable.
And then PPVs, even though they sell a lot of them, being $50 bucks a pop domestically eliminates a lot of their fans from watching them. Like they at best get 25% of their domestic fans buying PPVs. 75%+ of your regular viewing audience not legally watching your best content is huge missed opportunities.
The key in all of this for me is the price point for the PPVs. They really got to nail down a fan-friendly price, especially since Max is on the most expensive end of streaming subscription costs. Outside of profit, accessibility needs to be their #1 concern for the pricing decision. You want to close that gap between viewers and PPV buyers as much as you can while making it financially sensible at the same time.