In the ever-evolving world of sports broadcasting, Netflix’s sudden pivot toward live sports programming has set the stage for what could be an exciting new chapter in the UFC and Dana White’s future. For years, Netflix executives had steadfastly avoided the live sports arena, yet recent moves suggest that the streaming giant is ready to play in the big leagues.

As the UFC nears the expiration of its exclusive $1.5 billion deal with ESPN in 2025, there’s no shortage of suitors eager to lock in the rights to one of the most lucrative sporting events in the world. But in the battle for broadcast supremacy, Netflix might just have the upper hand. So, why should UFC and White consider Netflix as its next big partner? Let’s dive in.

Netflix is investing heavily in live sports

Netflix has always been synonymous with binge-worthy dramas and captivating documentaries. Live sports? Not so much. That was until recently when the company shocked the sports world by securing high-profile deals like the NFL’s Christmas Day games for the next three years. According to a press release by Netflix’s chief content officer, Bela Bajaria, “There are no live annual events, sports or otherwise, that compare with the audiences NFL football attracts. We’re so excited that the NFL’s Christmas Day games will be only on Netflix.”

This year’s $5 billion deal for WWE’s flagship program Monday Night Raw also marks a massive shift for the platform. The deal’s announcement followed a boxing event between Jake Paul and Mike Tyson that reportedly garnered 65 million concurrent viewers—a staggering number, to say the least. Despite streaming issues during the event, Netflix used the experience as a test run and will only improve from now on.

So what did UFC CEO Dana White have to say about the event? In a conversation with Sports Business Journal, White confessed, “I didn’t think the event was a great event, but they needed to do that. They knew Mike Tyson was going to bring in big numbers. Mike Tyson was going to pull a big number and this was a good test for them before they start airing the NFL. They’re saying it was over 65 million people tuning in at the same time.”

Now, with the NFL games’ debut and WWE’s arrival in 2025, Netflix seems ready to tackle more significant challenges like PPV combat sports events. The question remains, will the UFC and Dana White choose them as their next partner and what will the terms of that contract look like? Because the viewership numbers paint a very intriguing picture.

The ever-growing viewership on Netflix

Netflix’s subscriber numbers are its crown jewel. According to a report by Statista.com, in the third quarter of 2024, the platform boasted a staggering 282.7 million paid users, a marked increase of over 5 million subscribers when compared to their numbers from the previous quarter! Even more remarkable is the fact that when compared to the second place Amazon, Netflix still outpaces them by a significant margin, as Amazon Prime only comes in at 200 million subscribers.

So, who watches Netflix? Virtually everyone. The platform appeals across ethnicities and age groups, with the majority of its audience aged 18 to 54—a demographic that aligns perfectly with the UFC and Dana White’s targeted fanbase. The UFC thrives on young, passionate audiences who are drawn to the action, intensity, and drama of mixed martial arts. Netflix, with its reach across diverse ethnic backgrounds and age groups, can tap into that same energy.

While Netflix may have suffered subscriber losses in the past, as reported in the first half of 2022, its hybrid model of subscription and advertising revenue is proving to be a winning strategy. As traditional TV continues to decline, Netflix’s ability to offer affordable ad-supported plans means that a growing number of viewers can access high-quality sports content without breaking the bank.

By adding UFC to its growing portfolio of live sports offerings, Netflix could dramatically expand its audience base—while simultaneously providing the UFC with a platform that transcends traditional broadcast limits.

Assessing Netflix’s deal with TKO’s other live event

Netflix’s acquisition of WWE’s Monday Night Raw was also a power move. Reportedly worth $5 billion over 10 years, the deal brought wrestling’s drama and theatrics to a platform already known for compelling storytelling. The deal will kick off in January 2025 but what does this mean for the UFC and Dana White’s consideration for Netflix as their next partner?

For starters, both the UFC and WWE fall under the TKO Group Umbrella after their merger in 2023. Both thrive on a mix of athleticism, stars, and compelling storylines that draw the viewers in to get invested in their programs. The finances also don’t lie. According to a report by Forbes, shares of Netflix saw a rise of 2% while TKO Group soared by 20% once the announcement of the partnership came to light.

Rivals like Amazon and Apple have already taken the plunge into live sports with Amazon Prime signing a $.12 billion per year deal with the NFL for Thursday night games in 2022 and Apple securing $250 million per year with the MLS (Major League Soccer) and a $85 million deal with the MLB.

As the UFC’s current ESPN deal nears its end, the stage is set for fierce negotiations. Will Netflix’s late entry into live sports prove to be a blessing or a missed opportunity? That’s a question only time can answer. But one thing is certain: the landscape of sports broadcasting is changing, and Netflix is ready to play ball! For Dana White and the UFC, the promise of Netflix isn’t just about money—it’s about growth. Partnering with the world’s largest streaming service could catapult the UFC to unprecedented heights. Could this be the start of a new era for the fight game? Let us know your thoughts in the comments below!