Women tend to crash the ratings for American wrestling. There's way too much lip service being paid by the fanbases about giving women's wrestling a chance but never ACTUALLY watching the women's wrestling when it's on.
WWE's fanbase is way more susceptible to suggestion though so if they're booked like they matter, they will eventually matter. This is why Rhea's being touted as a dominant champion despite doing damn near nothing with the belt.
For AEW, they need to give the book back to Kenny. Stop giving TV time to mid wrestlers / centering Britt Baker and this disaster of an Outcasts storyline. Ratings have been proven to go up when they have harder hitting / joshi style matches, one of the biggest examples being Jamie Hayter vs Emi Sakura.
If they focus more on the actually talented wrestlers like Shida, Riho, Serena Deeb, Athena, Ruby Soho, Toni Storm and Jamie Hayter; they'd genuinely have no problem. Give them sufficient time and let them cook. The rest will solve itself.