Is the UFC PPV Era Dead?
The UFC’s iconic pay-per-view model, once the cornerstone of its revenue, is facing significant challenges in 2025. Headliner of UFC 316, former Bantamweight Champion Sean O’Malley, believes that the PPV model is dying. During a conversation with UFC all-time great Demetrious Johnson, O’Malley said that 90% of people don’t pay for it and that it’s so easy to illegally stream. He emphasized that, despite ESPN+’s $79.99 price tag, fans can easily bypass the payment, bringing light to the illegal streaming issue the UFC has been dealing with. ESPN’s distribution rights deal is nearing the end in 2025, leaving the UFC at a crossroads as it explores new media strategies. The days when PPV buys topped millions for a single event, such as UFC 229, which was headlined by Khabib Nurmagomedov vs. Conor McGregor, now seem almost impossible.
Beyond piracy, the PPV model has increasingly faced more criticism in recent years. The original $59.99 has climbed to $79.99, and fighters report that despite having PPV revenue clauses, they’re seeing reduced payouts thanks to declining buys. With ESPN’s aggressive pricing strategy and fans’ accessibility to other alternatives, O’Malley’s claims about illegal streaming do seem to have become the norm for most UFC fans. This shift hits the UFC’s bottom line hard; the model, once lucrative, is now vulnerable, and with declining buys and fan outrage, they may need to find another way.
To adapt, the UFC is exploring creative media models. O’Malley suggests future multibillion-dollar deals could come from companies like Netflix or Amazon, which might offer subscription or ad-supported streaming instead of traditional buys. Discussions are already underway with these platforms, and Dana White has hinted at a future landscape without PPV in its current form. If the UFC can pivot to these models, it could combat piracy and reach a broader global audience. Imagine a UFC card that is streamed on Netflix, making it more accessible to the world and lower priced for everyone. While the future of the UFC PPVs remains uncertain, the organization's willingness to adapt suggests that the era of traditional PPV may be coming to an end.
