AEW is doing a mini-version of what WWE just did - keep a home on cable and plant a flag on a streamer. WBD lost the NBA and like any streamer, Max needs millions of hours of content. AEW isn't "hot" but it's inexpensive and proven to have a dedicated following, even if it's shrinking every year.
They're continuing to bring in elder WWE guys and have dream matches with little build. Ospreay vs Ricochet already happened with no build but it got some fans to post "we're eatin' good tonight boys" and "inject this into my veins" so it was worth it I guess.
I don't see their attendance numbers, ratings, storylines, etc. improving. Take Owens, Styles, Finn, Sheamus, bring in Shane - I just don't think it matters with TK at the helm. I was told by wrestling "experts" getting Mercedes would be a game changer. Because of the booking, she's the equivalent of having Zelina Vega on the roster now.