Depends on the context. In this video, he's referring to the number of 'punches', so he's taunting the other fighter to 'count the number of punches' he's landing. There's an article that talks more specifically about the interaction, if you're interested: https://www.essentiallysports.com/ufc-mma-news-count-it-up-max-holloway-reveals-his-conversation-with-ufc-commentators-during-his-fight-with-calvin-kattar/