The difference I have observed between Raw and SmackDown since SmackDown moved to FOX in October 2019 is that many of the more established stars who the WWE universe is already very familiar with have been assigned to SmackDown to become acquainted with the bigger audience that watches FOX. Raw seems like more of a platform for superstars who are newer to competition. This allows stars to ease into the WWE universe and get acquainted with fans as they adapt themselves to the WWE style of production. Paul Heyman is absolutely the right man for a job like this, because he is excellent at observing what works and what doesn’t work. He very quickly adapts to the changing landscape in the world of sports entertainment.
These two formats (and so-called friends) within WWE are clearly making efforts to distinguish themselves, even though they are part of the same company. It’s proving to be a successful formula. It also seems very similar to the start of the Ruthless Aggression Era in 2002. When WWE had bought out WCW in 2001, the company was at a loss with regards to how they would go forward. They strategically ended up deciding, as a company, to compete with themselves because there was no other legitimate competition.
Raw and SmackDown were split and developed their own separate identities. Raw focused more heavily on entertaining fans by providing extensive video packages and very nuanced storylines, whereas SmackDown concentrated on in-ring action with a no-nonsense approach.