When the UFC announced its multi-year Paramount+ deal, fans hoped for cheaper access, but that’s not what’s coming. In August, the world’s leading MMA organization stunned everyone by scrapping its long-standing pay-per-view model in favor of a seven-year streaming deal with Paramount, covering the United States, Latin America, and Australia. As part of this agreement, worth a reported $7.7 billion, Paramount+ will serve as the exclusive home for UFC events in these regions. Under the new setup, fans will no longer need to pay $79.99 per event for pay-per-view access.

Instead, all UFC fights will be available through Paramount+’s monthly streaming plans, priced between $5.99 and $11.99, depending on the subscription tier. Even as the UFC looks ahead to its next chapter, Paramount is grappling with internal challenges, including recent layoffs and more anticipated under its ongoing strategic plan. On top of that, Paramount has announced an upcoming increase in subscription prices, adding to fans’ frustrations.

“Bigger and better” UFC-Paramount deal comes with a price for viewers

Back in September, UFC CEO Dana White confirmed that the partnership with Paramount, which now holds the rights to broadcast UFC events, is officially getting “bigger and better.” However, this expanded deal will cost fans more, as revealed on Monday in a letter sent to investors. In the letter, Paramount-Skydance CEO David Ellison outlined plans to raise prices in the first quarter of 2026.

“Our ongoing investments in Paramount+ are enhancing the value we deliver to consumers,” Ellison said in the letter. “To support this continued investment, we plan to implement price increases in the U.S. early in the first quarter of 2026, and we recently announced upcoming price adjustments in Canada and Australia.” Paramount aims to “fuel continued reinvestment” in the user experience with this move.

Currently, Paramount+ charges viewers between $59.99 with ads and $119 without ads annually, depending on the plan they choose. Starting on January 15, prices will rise: the ad-supported plan will increase by $1 to $8.99 per month, while the ad-free plan will go up by $1 to $13.99 per month, bringing the annual costs to $89.99 and $139.99, respectively.

“By removing the secondary pay-per-view paywall–historically a key barrier for UFC fans–we’re making these premium events available to every Paramount+ subscriber at no additional cost,” Ellison said. “We’re excited to deliver this exceptional value with the cost of an annual subscription to Paramount+ being less than just one UFC pay-per-view event under prior distribution.”

Currently, four UFC events remain under ESPN before the two companies officially part ways at the end of 2025, including this week’s blockbuster UFC 322. Beginning next year under the Paramount+ deal, fans will gain direct access to 13 marquee numbered cards and 30 Fight Night events at no additional cost. However, as Paramount gears up for this new chapter, it will also face increasing demands from  Dana White.

Paramount hails UFC as the “fastest growing sport” in history

UFC CEO Dana White has built a reputation for maximizing the value of every business deal. Earlier this year, he took over Zuffa Boxing by organizing the Canelo vs. Crawford fight, marking the sport’s return after a long hiatus. That event was a “one and done” move in White’s larger strategy, paving the way for next year’s launch of his boxing league. White further elevated the promotion by securing a groundbreaking deal with Paramount, giving fans access without any additional subscription costs, a win for both viewers and the promotion.

They have now brought Zuffa Boxing under the Paramount umbrella, announcing in September that the promotion will target regions including Canada, the U.S., and Latin America, a move he confirmed on social media. Alongside the UFC partnership, Paramount will include Zuffa Boxing in its lineup starting in 2026. The new promotion, led by White and WWE president Nick Khan, with funding from Saudi Arabia, will host multiple events each year.

“We also recognize that live sports are a powerful engine for regular engagement–addressing new audiences, increasing retention, and supporting monetization over time. It is this belief that underpins our long-term media rights agreements with the UFC–one of the fastest growing sports with over 100 million domestic fans, Zuffa Boxing, and the Professional Bull Riders’ premier tour, Unleash the Beast, starting in the 2026 season,” Ellison wrote in the letter.

With Dana White’s promotions, including UFC and Zuffa Boxing, now part of Paramount, how do you think the upcoming subscription price increase will impact viewership? Share your thoughts below.