Is the UFC product losing its luster? Not according to TKO executive Mark Shapiro, who is pushing back hard against critics who claim the promotion's events have lost their premium feel.

With the UFC shifting away from traditional pay-per-view to a subscription model on Paramount+ in the U.S., Latin America, and Australia, some fans have voiced concerns that the organization is no longer prioritizing event quality—especially for the increasingly frequent cards held at the Meta APEX in Las Vegas.

But Shapiro isn't buying the skepticism. "The product is great at the UFC, the brand has never been stronger, our reach has never been greater," he stated during a recent conference call. "Anyone that came to our last numbered fight in Miami, which was UFC 327, was flat-out blown away. Or anyone that went to our last fight night in Perth, Australia, a sellout, witnessed an extraordinary sport."

Shapiro highlighted the promotion's commitment to building the next generation of stars, pointing to rising talents like Joshua Van, Brazilian knockout artist Carlos Prates, and undefeated welterweight Michael Morales as proof that fresh energy is flowing into the sport. He also teased UFC Freedom 250, a stacked card headlined by rising superstar Ilia Topuria, as a showcase of the promotion's depth.

And the numbers back up the optimism. TKO's first quarter 2026 results show UFC generating $401.2 million in revenue, with WWE slightly ahead at $475.7 million. Combined with IMG's $655.4 million, the company posted a total revenue of $1.5969 billion.

With UFC 328 on the horizon—featuring an undefeated Khamzat Chimaev (15-0) in a middleweight title fight—the promotion shows no signs of slowing down. Whether you're a die-hard fan or a casual viewer, the message from the top is clear: the Octagon is still delivering.