UFC offers no apologies for frequent ads on Paramount+
UFC offers no apologies for frequent ads on Paramount+
The UFC 324 stream on Saturday saw few technical issues, but many fans were upset with the number of commercials they saw.
Paramount+ tried to start 2026 off on the right foot with its stream of UFC 324. A blockbuster deal first signed in August 2025 saw UFC events shift from ESPN to Paramount+, and while the new host’s first attempt at a UFC stream went off with few technical difficulties, fans have taken to social media platforms to complain about the number of commercials they now have to endure while watching fights.
Key Details:
- Another commercial?: Fans are displeased with the number of ads shown during UFC 324.
- Uncharted territory: Paramount+ elected to show ads in spots where ESPN declined to previously.
- No change coming: UFC CEO Dana White was quite blunt when asked about the frequency of commercials during the stream.
Fans of UFC were quite unimpressed with the number of commercials during Paramount+’s stream of UFC 324 on Saturday night. Justin Gaethje and Paddy Pimblett tried to mollify viewers by providing an entertaining main event, but ultimately couldn’t keep audiences from registering their displeasure.
Commercials would often run over fighter walkouts, as well as between rounds, when viewers would previously get to hear corner chatter. These moments were previously unaccompanied by commercials when UFC events were shown on a pay-per-view basis on ESPN. Many fans brought their complaints to social media sites like X (formerly Twitter).
Paramount’s UFC deal may have already set a new low for ad placement on live sports broadcasts.
— Jordan Patu (@Jordan_Patu) January 25, 2026
UFC CEO Dana White was asked about the fan response to the number of ads during UFC 324, and had a predictably blunt response. White admitted UFC is still working out the particulars of its deal with Paramount, but argued that since fights have shifted away from the PPV format, fans have less room to complain about the growth in ad usage.
“I haven’t seen it yet, and all of this is a work in progress,” White said. “It’s $8.99. You’re not paying f*cking, however much more, these guys have got to make some money too.”
White’s language aside, it is reasonable to argue that at $9 per month, Paramount+ is offering access to UFC fights for the entirety of 2026 at essentially the same rate viewers would have had to pay for just one UFC PPV on ESPN+. However, Paramount has to balance its need to profit off UFC events with a good fan experience, or it risks chasing the audience away.
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa League, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.