When the UFC announced its multi-year deal with Paramount+, fans hoped for more affordable access. Of course, the premise was a move away from its long-standing pay-per-view model in favor of streaming. However, with the latest price update from Paramount, that might not stand true immediately.

As revealed on Monday in a letter sent to investors, Paramount-Skydance CEO David Ellison outlined plans to raise prices in the first quarter of 2026. Currently, Paramount+ charges $59.99 for a subscription with ads and $119 for an ad-free annual subscription. Starting on January 15, prices will rise.

The ad-supported plan will increase by $1 to $8.99 per month, while the ad-free plan will rise by $1 to $13.99 per month, resulting in the annual costs of $89.99 and $139.99, respectively.

ESPN and UFC’s current deal is set to expire at the end of this year, and the latter’s association will kick off with Paramount. Currently, viewers need a subscription to ESPN+ and a pay-per-view service for individual events, costing $79.99. This creates a double paywall structure for the consumers. However, that won’t be the case with Paramount.

Even though users will have to pay a minimum upfront cost of $89.99, it will ultimately be lower than what they were paying with PPVs, since they will have direct access to 13 marquee numbered cards and 30 Fight Night events at no additional cost. For now, four UFC events remain under ESPN, including this week’s blockbuster UFC 322.

“Our ongoing investments in Paramount+ are enhancing the value we deliver to consumers,” Ellison said in the letter. “By removing the secondary pay-per-view paywall–historically a key barrier for UFC fans–we’re making these premium events available to every Paramount+ subscriber at no additional cost. We’re excited to deliver this exceptional value with the cost of an annual subscription to Paramount+ being less than just one UFC pay-per-view event under prior distribution.”

Back in September, UFC CEO Dana White confirmed that the partnership with Paramount, which now holds the rights to broadcast UFC events, is officially getting “bigger and better.” However, this expanded deal will cost fans more upfront.

The last time prices went up for Paramount+ was in August 2024. Then, the price of Paramount+ Premium increased by $1 to $12.99 per month. Simultaneously, the Paramount+ Essential plan climbed by $2 to $7.99 per month. With Skydance Media, the company is trying every way to improve its presence against competitors like Netflix and Amazon Prime.

Following the merger of Skydance Media and Paramount, Paramount Skydance signed UFC for a $7.7 billion/ seven-year streaming deal covering the United States, Latin America, and Australia. As part of this agreement, Paramount+ will serve as the exclusive home for UFC events in these regions.

This is just the tip of the iceberg for Paramount.

Ellison truly believes content is the king of investments in the future. With the hope of retaining its subscribers throughout the year, as opposed to events like the Masters or the NFL, UFC, a year-round competition with no off-season will be helpful. But there’s more to their plan.

Paramount has signed the creators of South Park and the creators of the hit Netflix series Stranger Things, Matt and Ross Duffer, to develop new original content. They have also inked massive deals with Zuffa Boxing, led by White and WWE president Nick Khan, with funding from Saudi Arabia, to host multiple events each year. However, as Paramount gears up for this new chapter, it will also face increasing demands from Dana White.

Paramount hails UFC as the “fastest growing sport” in history

UFC CEO Dana White has built a reputation for maximizing the value of every business deal. Earlier this year, he took over Zuffa Boxing by organizing the Canelo vs. Crawford fight, marking the sport’s return after a long hiatus. That event wasn’t a “one and done” move in White’s larger strategy, paving the way for next year’s launch of his boxing league. White further elevated the promotion by securing a groundbreaking deal with Paramount, giving fans access without any additional subscription costs, a win for both viewers and the promotion.

They have now brought Zuffa Boxing under the Paramount umbrella, announcing in September that the promotion will target regions including Canada, the U.S., and Latin America, a move he confirmed on social media. Alongside the UFC partnership, Paramount will include Zuffa Boxing in its lineup starting in 2026.

“We also recognize that live sports are a powerful engine for regular engagement–addressing new audiences, increasing retention, and supporting monetization over time. It is this belief that underpins our long-term media rights agreements with the UFC–one of the fastest growing sports with over 100 million domestic fans, Zuffa Boxing, and the Professional Bull Riders’ premier tour, Unleash the Beast, starting in the 2026 season,” Ellison wrote in the letter.

With Dana White’s promotions, including UFC and Zuffa Boxing, now part of Paramount, how do you think the upcoming subscription price increase will impact viewership? Share your thoughts below.