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Measurement

UFC’s Paramount+ Debut Smashes Streaming Records

By SOS. News Desk | Jan 27, 2026

The UFC’s first event on Paramount+, UFC 324, became the streaming service's largest exclusive live event in its history, drawing nearly 5 million average viewers and signaling a successful pivot away from the pay-per-view model.

  • The paywall falls: The event is the first under a new seven-year, $7.7 billion media rights deal that effectively tears down the PPV wall for fans in the U.S. and Latin America. The deal transforms one of sports' most popular products from a pricey one-off purchase into a core driver for subscription growth.

  • A main event for the ages: The blockbuster viewership was anchored by a brutal main event that saw Justin Gaethje defeat Paddy Pimblett for the interim lightweight title—a fight that immediately generated 'Fight of the Year' buzz.

  • Winning the timeline: The hype translated into social media dominance, with the main event alone generating 5.5 million interactions and trending #1 worldwide on X for six consecutive hours. The engagement proves Paramount successfully captured a cultural moment—not just a sporting event—to bolster its platform's value.

The record-breaking debut demonstrates the immense power of premium live sports to attract and retain audiences in the hyper-competitive streaming wars, validating Paramount's multi-billion dollar investment.

Credit: Outlever

Key Takeaways

  • UFC's debut on Paramount+, UFC 324, becomes the streaming service's largest exclusive live event with nearly 5 million average viewers.
  • The event is the first under a new seven-year, $7.7 billion media rights deal that moves the UFC away from a pay-per-view model in the U.S.
  • The main event generated 5.5 million social media interactions, demonstrating the power of live sports to drive subscription growth and cultural engagement.