Dana White is not overly concerned about criticism from fans who were unhappy with the number of commercials shown during the UFC 324 main card.
UFC 324 was the first numbered UFC event aired under the promotion’s new broadcast deal with Paramount Plus in the United States. Instead of being sold as a traditional pay per view, the event was available to anyone with a basic subscription to the streaming service, which starts at $8.99 per month.
That lower price came with noticeable changes. Commercials aired during the main card, including moments that were previously uninterrupted, such as fighter walkouts and corner footage. Many viewers shared their frustration online shortly after the event.
Dana White explains the price difference
White addressed the complaints during the UFC 324 post fight press conference. He said he had not fully reviewed the broadcast from a viewer’s perspective but quickly pointed to the cost as the key factor.
“I haven’t seen it yet and all of this is a work in progress,” White told reporters. “It’s $8.99. You’re not paying f*cking however much anymore. These guys (at Paramount have) got to make some money, too, so yeah.”
UFC 324 was available to anyone with a standard Paramount Plus subscription, a significant change from the traditional pay per view model that once required fans to spend nearly eighty dollars per event.
Who controls the broadcast decisions
White explained that while the UFC works closely with its broadcast partners, final decisions about advertising placement belong to Paramount and CBS. Still, he expressed confidence that fan feedback will not be ignored.
“That is a fact (that they paid for it and get to decide) – let’s start there,” White said. “But these guys are incredible to work with already, so we’ll figure it out.”
The UFC president emphasized that this event represented the first step in a new partnership, suggesting adjustments could come as both sides learn from viewer reactions.
Dana White addresses the number of ads on the #UFC324 broadcast for viewers on Paramount+.
“It’s $8.99. … These guys have got to make some money, too.” pic.twitter.com/BNiffF8S4Y
— MMA Junkie (@MMAJunkie) January 25, 2026
For years, UFC numbered events featured commercial free main cards, a format that separated them from Fight Nights and televised prelims. UFC 324 blurred that line, presenting ads throughout the broadcast in exchange for a dramatically lower entry price.
Before the Paramount Plus deal, fans paid $79.99 per event, with roughly fourteen pay per views scheduled each year. The new structure trades exclusivity for accessibility, opening major events to a wider audience while relying on advertising revenue.
White did not offer a specific timeline for changes, but he made it clear that the promotion and its partners are still evaluating how the presentation will evolve. As the UFC settles into its new streaming era, viewer response will likely play a role in shaping future broadcasts.
For now, UFC 324 stands as a clear signal that the business model has changed, even if the adjustment period proves uncomfortable for longtime fans.
