Dana White and the UFC minted record numbers with the UFC’s debut on Paramount+. The platform achieved an average minute audience of 4.96 million viewers with a peak concurrent audience of 5.93 million viewers, both record numbers. The broadcast reached 7.18 million households. Now, they are looking to shatter their own ceiling with a new streaming approach for UFC 326.
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The promotion will air a few fights on CBS Sports, while the remaining matches will be aired on Paramount+. While the new deal has reduced the financial cost for fans, this new strategy is likely to help the UFC get more viewership for its upcoming major event. The ingenuity lies in how they have split the card between the two viewing options.
Dana White & Co. changes approach to boost viewership for UFC 326
“Part of #UFC326 will air on Paramount+ and CBS on March 7. On CBS from 8 to 10 pm, the card’s final prelims and the first hour of the main card will air there. The rest of the main card, including Max Holloway vs. Charles Oliveira, moves back exclusively to Paramount+,” wrote Damon Martin on X.
UFC will host UFC 326 inside the 16-acre T-Mobile Arena, where reigning BMF champion Max Holloway will defend his BMF title against former lightweight champion Charles Oliveira in a rematch. The two fighters first met over ten years ago in a featherweight bout, and Holloway won after Oliveira could not continue due to a neck and shoulder injury. Needless to say, UFC expects this card to break previous records.
Oliveira has shared behind-the-scenes training footage. He claims he was just a boy when they fought back in 2015, but is now a ‘lion.’ Holloway is keeping his preparation low-key, as usual. But expect him to start sharing insights into his preparation as the fight draws near.
Part of #UFC326 will air on Paramount+ and CBS on March 7
On CBS from 8 to 10pm, the card’s final prelims and the first hour of the main card will air there.
The rest of the main card including Max Holloway vs. Charles Oliveira moves back exclusively to Paramount+ #UFC
— Damon Martin (@DamonMartin) February 10, 2026
So far, UFC has released viewership numbers only for this first event of the year, while UFC 325: Volkanovski vs. Diego has yet to share its reports. Although the numbers appear strong, fans criticized Paramount+ for placing frequent ads during breaks, which disrupted the viewing experience. But ‘Uncle Dana’ had a response to the grievance, too.
White responds to criticism over ads
Fans praised the UFC 324 card so much that their excitement outweighed any frustration with Paramount+’s advertising policy. At the same time, Paramount+ now offers two subscription options for fans to watch UFC events: the $8.99/month Essential package, which runs ads, and the $13.99/month Premium package, which gives subscribers a seamless, ad-free experience.
Ultimately, UFC and Paramount+ collaborate to generate revenue. When the media questioned UFC CEO Dana White about the ads, he addressed the topic directly.
“I haven’t seen it yet and all of this is a work in progress,” Dana White said at UFC 324 presser. “It’s $8.99. You’re not paying f*cking, however much more, these guys have got to make some money too.”
What do you think of UFC’s latest broadcasting deal with Paramount+? Also, do you think Paramount+ delivers better quality and value than ESPN for the subscription price? Share your opinion below.