The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

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To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

The UFC YouTube strategy playbook | A breakdown

With over 21 million subscribers, more than 10 Billion lifetime views, and a relentless content machine, UFC Stands out as one of the most powerful forces in sports on YouTube.

Fight highlights, behind-the-scenes, and live coverage are the pillars of their YouTube strategy.

But there is always room for improvement….

Before we discuss strategy, let’s talk about the recent news 🔥

The UFC-Paramount Deal: A New Playbook for Sports Streaming

The sports media landscape just witnessed a major shakeup: starting in 2026, the UFC will move exclusively to Paramount+ in the U.S., officially ending its long-standing pay-per-view model.

This landmark $7.7 billion deal makes all UFC events available to Paramount+ subscribers at no extra cost, signaling a huge bet on live sports as the key to winning the streaming wars.

This move fundamentally changes the role of other platforms in the MMA ecosystem, particularly YouTube.

Here’s a breakdown of the key challenges and opportunities ahead for the platform.

YouTube's New Role in the UFC Universe:

• Challenge: Loss of Exclusive Content

  • The biggest change might be the loss of immediate post-fight highlights and near-live clips, which will now likely be exclusive to Paramount+ to drive subscriptions.

• Opportunity: The Undisputed Home for Ancillary Content

  • YouTube will solidify its position as the central hub for everything around the fights; in-depth fighter interviews, press conferences, documentaries, and fight analysis.

• Opportunity: The Primary Engine for Fan Growth

  • With its massive reach, YouTube remains the most powerful tool for fan discovery. Making YouTube an indispensable marketing partner for driving viewers to Paramount+.

• Opportunity: A Boom for Creator-Led Content

  • As the official broadcast becomes consolidated, the demand for pre- and post-fight analysis, predictions, and reaction videos from independent creators on YouTube will likely surge.

Now, let’s step inside the Octagon 👇: UFC on YouTube, a global powerhouse;

Since launching in 2007, the UFC has built one of the most-watched sports channels in the world, currently ranking #11 globally in the sports category.

Here's a snapshot of their impressive performance:

• Subscribers: 21 Million

• Total Views: 10.1 Billion

• Video Uploads: 21,500+

Recent Performance (Last 30 Days):

• New Subscribers: +100,000

• Monthly Views: 114.3 Million

Let’s review their strengths and opportunities:

1. Beyond the Octagon Bell

KEEP THE GAME ALIVE!

• "Countdown" videos build anticipation before the fighters step into the ring, giving fans a front-row seat to their training sessions and exclusive interviews.

• Winner interviews and press conferences just after the game keep the story alive long after the final bell, letting fans relive the drama through the fighters' own words.

2. Room for Playlist growth

The UFC's YouTube channel is a treasure trove of incredible content, but they're missing a trick when it comes to playlists.

While they're great at creating playlists for upcoming events, they could be doing more to leverage their massive archive of amazing moments.

Here's a quick look at where the opportunity lies:

• Untapped "Best Of" Gold: The UFC has a huge archive of highly-watched content, but they're not fully leveraging it. Imagine a playlist titled "Greatest Knockouts" or "Top 10 Comebacks." These kinds of compilations could drive sustained viewership and keep fans engaged long after an event is over.

• Curating the Hits: The UFC's mashup videos are popular, but there's even more potential in creating playlists that highlight their most-watched videos and unforgettable moments. This would make it easier for fans to find and share their favorite clips, driving more traffic and boosting the channel's overall performance.

• A "Greatest" Missed Opportunity: By not curating these "Best of" or "Greatest" compilation playlists, the UFC is missing out on a huge opportunity to keep fans hooked and draw in new ones. These playlists could be a powerful tool for celebrating the sport's history and showcasing its most iconic moments.

3. Community & Fans

Engagement Rate:

The channel maintains an average engagement rate of about 2.5% across videos, with a likes-to-comments ratio of 6.25, a level HypeAuditor classifies as excellent.

Some UFC Community posts even surpass 18,000 likes, showing how powerfully their audience responds to well-timed, interactive content.

UFC keeps its audience hooked before, during, and after every event; delivering real-time moments, riding the surge of fight-night excitement, and sustaining a worldwide presence that secures its spot among YouTube’s elite sports channels.

_{No Business of YouTube podcast this week, so let’s dive into an episode from the Football Biz Formula, our chat with Lewis Wiltshire, Senior Vice President and MD of Digital - IMG}

A must listen for sports media stakeholders!

Brought to you in partnership with SFS – Social Football Summit, this series is dedicated to spotlighting the minds shaping tomorrow’s game, today.

✅ Posts: Creators can now upload up to 10 images per post (previously 5) to add more context and boost engagement.

✅ YouTube Promote: New call-to-action button options (e.g., “Book Now,” “Get Quote,” “Contact Us”) for website visit campaigns, available on desktop, giving creators more precise promotional goals.

✅ French streamer Zack Nani acquires Saudi Pro League rights: YouTuber and Twitch personality is paying a six-figure sum to show up to three games per match week for free.