That's about the same what Rousey did at UFC 170.
UFC has constantly put up more events in the recent years. So the declining profit per event will be compensated by the number of events. If one event makes 100% and 2 events make 70% each, the 2 events still make 140% together. So as long as the overall profit still increases, UFC brass wont care if profit per event decreases.
Not sure offhand of 2013, but here was the previous years:
2007: 10 shows, 4,660,000 buys, average of 466,000
2008: 13 shows, 6,885,000 buys, average of 530,000
2009: 13 shows, 7,755,000 buys, average of 595,000
2010: 15 shows, 8,970,000 buys, average of 598,000
2011: 15 shows, 5,950,000 buys, average of 397,000
2012: 13 shows, 6,025,000 buys, average of 463,000
So far this year is 1/3 over, and I think they've probably done (ballpark estimate) around 1.1 million buys total. And that was with their two biggest stars defending titles. So the year is 1/3 over, and they are on pace for 3.3 million buys, which is like barely over half of what they did 2 years ago. Granted the July 4th one will do way more than normal and they could have a big one at the end of the year. But overall they'll probably do like 4 million buys this year, which are far cries from even two years ago, and obviously leagues behind 09/10. Hence why I keep pushing for a similar model to WWE Network.
(PS slow day at work)