It's hard to say because throughout the time that NXT has gone live, they've had about 4 major overlapping events occur.
The build to War Games overlapping with the build to Survivor Series.
They currently have the build to the next Takeover overlapping with the build to Worlds Collide, while starting up the Dusty Tag Classic.
In that time, they've built Keith Lee and Rhea Ripley to superstar status (and even lesser stars like Priest, Swerve, Io, etc) but have been without Velveteen Dream and Johnny Gargano due to injuries for a better part of the time they've been on live TV. They've also done a great job with The Undisputed Era prophecy and the reign of Cole, the Team Kick breakup, heel Balor, and the cruiser scene.
Once they can slow down and focus on one build to one big event, we'll really see.
AEW's been amazing. Hit or miss, of course (that's show business) but they hit firmly when they do hit. They're just now genuinely starting to tell deeper stories leading to Revolution. Full Gear was more like, "I deserve to fight you, so let's fight." This current build is more like, "I'm fed up and this is personal."
It's a push for me. We'll see.