Netflix’s sports strategy is paying off as its live fight earlier this month was more than just a headline-grabber. The streamer says its MVP MMA triple main event, headlined by Ronda Rousey vs. Gina Carano, averaged 12.4 million Live+1 viewers globally and peaked at nearly 17 million viewers during the main event.
In the U.S., the card averaged 9.3 million viewers, and the fight generated 1 billion impressions across Netflix’s global social channels. Netflix is building repeatable live-event partnerships, not just chasing one-off stunts. The company said the event was its fourth live collaboration with Most Valuable Promotions, following Paul vs. Tyson, Taylor vs. Serrano III, and Paul vs. Joshua.
As Netflix continues to “eventize” its sports strategy, Rousey vs. Carano is the latest example that sports can work on the platform when they are treated like major events, not just routine programming. The streamer is making sports feel like must-see tentpoles that get people talking, watching live, and showing up together at the same time.
“MVP’s first entry into MMA delivered on a massive global scale and exceeded every expectation we had for the launch of this new chapter of our business. Over 12.4 million viewers around the world tuned in live on Netflix, with viewership peaking at almost 17 million during Rousey vs. Carano, making it one of the most-watched MMA events of all time,” said Most Valuable Promotions co-founders Nakisa Bidarian and Jake Paul.
Across social media, Netflix said Rousey vs. Carano dominated trending topics on X in the U.S. all evening, hit No. 1 in Brazil, and landed at No. 3 in the U.K. The MMA’s superfight had the kind of buzz that not only generated viewership, but it also generated a cultural moment that spilled far beyond the app.
“We’re incredibly proud of what was accomplished alongside our partners at Netflix and grateful to the athletes who helped make MVP MMA’s debut such a success. We’ve received an overwhelming amount of interest from investors, strategic partners, and fighters who want to be involved with MVP and the future of MVP MMA. We are currently reviewing all strategic options to do something very meaningful within MMA on a go-forward basis with a distribution partner like Netflix that shares our vision to create lasting impact,” the MVP co-founders said.
Netflix’s Sports Strategy Is Getting Bigger, Not Smaller
This fight also fits neatly into Netflix’s broader live sports push. The streamer recently expanded its NFL slate for 2026 with a first-ever regular-season game in Australia, the NFL’s first Thanksgiving Eve game, Christmas Day matchups, a Week 18 finale, and NFL Honors. Those games are part of its four-year partnership extension with the league through the 2029-2030 season.
The streaming platform is also widening its sports lane outside of football and fighting. Earlier this year, Netflix and Apple announced a collaboration around Formula 1 content, including the global streaming release of Drive to Survive and live coverage of the 2026 Canadian Grand Prix for U.S. viewers. The move is another signal of how it wants to be present around the biggest moments in sports culture, not just on game day.
And combat sports, including boxing, are still very much part of Netflix’s overall plan. The streamer has already lined up Floyd Mayweather Jr. vs. Manny Pacquiao II for September 19, calling it another major global live event. With WWE programming, live MLB games, including the Home Run Derby, and other major events on the platform, Netflix is building a sports calendar designed to create appointment viewing, conversation, and recurring return visits.