UFC’s inaugural fight card on Paramount+ attracted an impressive average of nearly 5 million views, marking it as the streaming platform’s largest exclusive live event since its launch in March 2021. The event, known as UFC 324 and held in Las Vegas, garnered an average of 4.96 million viewers for the main card, with a global household average reaching 7.18 million, according to data provided by Adobe Analytics and Channel Partner Data.
In a significant milestone, this UFC event achieved greater reach than any other live UFC event in almost a decade across various platforms, including linear, broadcast, and streaming services. The results underscore the growing popularity of mixed martial arts and the effectiveness of the partnership between UFC and Paramount+.
The main event featured Justin Gaethje securing victory over Paddy Pimblett by unanimous decision, thus claiming the interim lightweight title. In the co-main event, Sean O’Malley also triumphed, defeating Song Yadong by unanimous decision, further adding to the excitement of the evening.
The agreement between TKO Group, which owns UFC, and Paramount+ is noteworthy. Signed in August 2022, the seven-year deal is valued at an average of $1.1 billion per year. This new partnership allows for UFC fight cards to be accessible to viewers in the U.S. and Latin America without the need for pay-per-view purchases, a departure from the previous arrangement where UFC events were primarily shown on ESPN since 2019. Some cards will also be available on CBS, further expanding the reach of UFC content.
The success of UFC 324 on Paramount+ highlights the potential for future events on the platform, as it continues to attract a growing audience eager for live sports entertainment. As the landscape of sports broadcasting evolves, UFC is well-positioned to leverage its new partnership to engage fans worldwide.
