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Four-catch day for Chris Godwin in Week 6
Chris Godwin was held under 40 yards receiving for a fourth straight game, finishing with 37 in Week 6 against the Steelers.
Omar Cooper Jr. hits triple digits in Week 6 vs. Patriots
New England Patriots wide receiver Omar Cooper Jr. had six receptions for 103 yards and a touchdown on a team-high seven targets in Week 6
Geno Smith goes for 252 yards, TD in Week 6
New York Jets quarterback Geno Smith completed 20 of 30 passes for 252 yards, one touchdown and one interception in Week 6
OBIC Business Consultants (TSE:4733) Stock Could Be 23% Overvalued On Cash Flow
OBIC Business Consultants has delivered a strong share price run in recent years, which naturally raises a question about what investors are paying for its underlying cash flows today. With a Discounted Cash Flow (DCF) estimate available, the focus shifts to how its current price lines up with the cash the business is expected to generate over time. Over the past 5 years the stock has returned 78.1%. Anyone looking at OBIC Business Consultants now is effectively asking whether that kind of...
Three Phone app features worth turning on right now
Hold Assist and Call Screening are available today, with Call Context arriving in iOS 27. Here's how each one works.
Streaming’s Biggest Show Returns…and a Buzzy Genre Struggles
(Welcome to my weekly streaming ratings report, the single best guide to what’s popular in streaming TV and what isn’t. I’m the Entertainment Strategy Guy, a former streaming executive who now analyzes business strategy in the entertainment industry. If you were forwarded this email, please subscribe to get these insights each week.) Obviously, the big news of the week (if not month) is Netflix letting go of executive Bela Bajaria, their chief content officer. I’m going to cover this in my next “Most Important Story of the Week”, but I also have a data angle that I might publish before then. (Too much news this month, am I right?) But first, I have a bonus Streaming Ratings Report issue for you. Today’s article is a bit of a grab bag of topics I’ve wanted to write about, but couldn’t squeeze into the (already very long) Streaming Ratings Report issues. The NFL drives huge viewership numbers, so I’ve got a look at that. A whole bunch of TV shows returned to the traditional broadcast channels, and I have thoughts. And I have a quick look at adult animated shows, since a couple flopped earlier this month. Plus, the Emmys aired earlier this month, and we got some fun data bout how popular those nominated shows are and why I’m not optimistic about the show’s future. That’s a lot, so let’s dive right in. Subscribe Sports - Football Remains the King of Streaming Over the last two Streaming Ratings Reports, I sorta ignored the biggest “show” each week. (I was tempted to say “piece of content” but I know that word bugs folks.) In my database, I call these “specials”, and they sure are special. I speak of the king of American TV: football!!! Streaming football is back and, unlike some other sports, it routinely dominates all viewership. Probably the best way to show this is to update one of my favorite graphics, the “40 Million Hour Club”1 since football games have joined that club each week they’ve premiered: (Yep, that’s the data through 28-Sep, the first four weeks of the season. As a reminder, I take the average minute audience provided by Nielsen, factor out a percentage of linear TV viewers in home markets, and multiply the run time by the three-hour runtime.) Again, the numbers are huge. Let’s start with Netflix. They grabbed the rights to the bonus opening week NFL Kickoff game (which was on YouTube last year) and it put up 18.5 million viewers on average. That nets out to 47.4 million hours of estimated streaming hours. That’s good! Though, notably, it’s well below Christmas Day games from previous years. Compared to other streamers/broadcasters, that’s a bit of a mixed result. On one hand, Netflix’s 18.5 million average is about what YouTube claimed last year, though Nielsen used a bespoke methodology at that time, so I trust this viewership figure more. So that’s good. (The game also shifted from a Friday to a Thursday and that could have helped the viewership as well.) And Netflix continues to best Prime Video in total viewership—as you’ll see next—though Netflix has had much higher-profile (opening week and Christmas Day) games. NBC/Peacock’s opening game the night before averaged 25.1 million average viewers, which is just much bigger than Netflix (or Prime Video). That’s the big caveat to all streaming viewership records: even in success, they can’t compete with traditional linear TV. Previously, I called this my “hierarchy of viewership”, and the data keeps supporting that thesis. The downside for NBC is that this game’s viewership was down compared to previous years, though it may be a counting issue. Here’s a great chart from Sports Media Watch: Indeed, looking at all the opening week games across all windows, Netflix still lags the other primetime windows, but does well compared to the afternoon games: I saw a few folks make the case that streamers still lag traditional broadcasters in reach, and I’d add they really lag compared to “broadcast plus streaming” options like NBC/Peacock, ESPN/Disney+ and CBS/Paramount+. The best data I saw for this came from Samba TV, who charted reach through the 2025 season, and, wow. (Samba TV’s numbers are historically lower than Nielsen’s, so don’t compare their household figures to Nielsen’s hours, but use them as a proxy for the relative reach of the streamers.) The good news is Prime Video is NOT having a down year. Their opening Thursday Night Football game reached 18.6 million viewers (about what Netflix got), but that’s a high for Prime Video on Thursdays and the biggest Thursday night game since 2015. The TNF games the weeks of 21-Sep and 28-Sep continued this streak, getting 43.1 (16.8 million average viewers) and 42.5 total hours (16.6 million average viewers), which were both up from last year. Still, that continues the (typical) season slide: (For those new-to-streaming-football-numbers folks, the viewership declines for Thursday Night Football as the year goes along.) Overall, it appears as if Prime Video is now part of the “football habit”, be it for customers at home or out at places like bars and restaurants. And its viewership is slowly catching up to broadcast. One last chart shows this. Last season, Nielsen started adding out-of-home viewership to the charts, so I try not to do season-to-season comparisons as I did for the first few years. And while Nielsen added Big Data viewing this year, I’m going to compare the last two seasons. Here’s that chart, which shows the season-over-season gains: When it comes to streaming football, we have to keep a few seemingly contradictory thoughts in our head… First, streaming doesn’t come close to matching broadcast’s reach and, thus, viewership. Second, even with that gap, football is still the biggest “thing” on streaming. It’s very, very popular. Third, while some methodology changes have likely helped Prime Video’s numbers, their viewership does appear to be growing. Lastly, yeah, the NFL started the season off poorly, with week one dragging down the numbers in year-over-year comparisons. However—and again, methodology changes may have helped this—the viewership grew compared to previous seasons over the next couple of weeks. So football is still king. On streaming and off. Television - Adult Animation Continues to NOT Make the Streaming Charts In the last two reports, two adult-animated shows whiffed: Netflix’s animated comedy, Dang! Paramount+’s Sega-video-game-inspired fantasy/comedy, Golden Axe. Neither made the charts, but that’s usually the case for animated shows. I mean, here’s literally every animated show that’s made the Nielsen Original charts since the start of 2025: And one of those shows is G_abby’s Dollhouse_! A kids show! The problem with charts like this is that they don’t give you a sense of how many shows miss the charts. Netflix had at least eleven animated flops, including comedies like Big Mouth (a show everyone assumed was popular in the pre-Streaming Ratings Era), Long Story Short, Haunted Hotel, Mating Season, Strip Law, and Alley Cats, and action shows like Blood of Zeus, Castlevania: Nocturne, Devil May Cry, Splinter Cell: Deathwatch, and Tomb Raider: The Legend of Lara Croft. Prime Video had at least six animated misses, two in the same universe (Hazbin Hotel, Helluva Boss), three more comedies (#1 Happy Family USA, The Second Best Hospital in the Galaxy and Kevin) and an action show (The Mighty Nein). Disney+ had MCU and Star Wars animated misses (Eyes of Wakanda, Marvel Zombies, Star Wars: Visions, Star Wars: Maul – Shadow Lord, and Star Wars: Tales of the Underworld) but I can’t tell how many of those shows were geared towards adults. HBO Max had Harley Quinn and Hulu had Solar Opposites. None of these shows made the charts! That’s a lot of misses! If I remade the chart with all those misses, here’s how it would look: Listen, I know the counter arguments. First, it’s cheaper to produce animated shows than live action. Fair enough, but with viewership this low, even that cheaper price point starts to not matter. Second, just look at the acquired charts. Hit animated comedies can generate viewership for years! Shows like The Simpsons, South Park, Family Guy, and Bob’s Burgers do really, really well. Fair enough, but streaming has failed to recreate the dynamic that Fox has mastered so well. That’s a problem for streaming still. Television - Emmys! The annual Emmys broadcast was a few weeks ago, and I’ve got data on how the nominees performed on streaming, plus hot takes on this year’s viewership (and the big news about the broadcast’s, er, streamcast’s future). We’re just getting started with this issue, but the rest is for paid subscribers of the Entertainment Strategy Guy, so if you’d like to find out… The top Emmy-nominated shows… ...why I’m worried about the future of the Emmys telecast... ...the pros of broadcast television ...and the cons... ...please subscribe! We can only keep doing this great work with your support. Coming Soon! Next week, we’ve got a double issue (since the weeks of 21-Sep and 28-Sep were so light), but then I’ll be all caught up after a deluge of streaming ratings data from Nielsen in September. In the meantime, I’m going to try to take a look at Netflix’s stats to explain why Bela Bajaria is out. But even light weeks give me plenty to talk about. The Great British Baking Show returns to Netflix and Apple TV has a buzzy new star-studded comedy. And Netflix has a controversial-but-appears-to-be-popular new game show. Plus big films like Toy Story 5, Backrooms and The Breadwinner head to streaming. And is East of Eden a hit? After that, The Kardashians return to Hulu, Prime Video has a reboot of Carrie, and Netflix has a horror show, Below. Disclosure Day heads to Peacock, The Housemaid heads to HBO Max_,_ a new Ben Affleck film, Animals, lands on Netflix, and Apple TV has a new John Cena action film based on, checks notes, Hasbro’s Matchbox toys. Okay. Longterm, some interesting TV production news. HBO Max ordered How to Survive Without Me, starring Kaley Cuoco, Joshua Jackson, Ray Romano and Rita Wilson, for fifteen episodes! I love that some streamers (or, at least, HBO Max) are finally ordering TV shows with more than eight episodes. In less wise production news, Landman does not appear to be coming back this year, since it just started production. Frankly, I don’t love this (get your shows out on time) but Landman is so popular, I doubt it matters.
Philly Mom and Young Son Turn His Eczema Into a Skincare Business
A bedtime story sparked Soak & Soothe Co., whose fragrance-free bath bombs with toys inside now sell at local markets, online and wholesale.
Science entertainer 'Kate the Chemist' answers 7 Questions with Emmy
It’s time for another edition of 7 Questions with Emmy and today I’m chatting with Kate Biberdorf, also known as “Kate the Chemist.” Kate is a chemist, science entertainer, and professor at the University of Notre Dame. Known for demonstrations using fire, ice, and explosions, she makes science exciting for all ages. Dr. Biberdorf is […]
Promising Entertainment Stocks To Follow Today
Walt Disney, Spotify Technology, Verizon Communications, Take-Two Interactive Software, and Caesars Entertainment are the five Entertainment stocks to watch today, according to MarketBeat's stock screener tool. Entertainment stocks are shares of publicly traded companies that produce or distribute
Mark Gurman: Apple Made 'Major Mistake' With iPhone Duo Pre-Orders
Despite knowing that the iPhone Duo would face "severe supply constraints" due to manufacturing challenges, Apple chose to begin iPhone Duo pre-orders on Friday instead of waiting until it had more inventory ready, according to Bloomberg's Mark Gurman. In his Power On newsletter today, he called this decision a "major mistake". "Let me cut to the chase: Apple made a major mistake here," he said.
Pat Freiermuth could play in Week 6
Pat Freiermuth could suit up in Week 6 despite calf injury
Lower GLP-1 costs are here. Mochi cuts prices and adds lab testing
Mochi Health lowers costs for compounded semaglutide and tirzepatide while adding new blood testing services.
Katie Zacharia and the problem with workers embellishing credentials
In this edition of Business Insider Today, we explore the reason why workers embellishing their credentials is a major problem.
Democratic Voices, Sunday: Science
Welcome to Democratic Voices, a series that features elected Democrats speaking out on Bluesky. Sundays I try to create some kind grouping other then by state. Today, Science. Sean Casten and Bill…
Browns vs. Ravens not 'personal,' but 'strictly business' for Todd Monken
Todd Monken spent the last three seasons with the Ravens as their offensive coordinator. He's not allowing that to distract him as Browns face them.
Houston Texans vs. Jacksonville Jaguars: How to watch the NFL international game today, start time, where to stream and more
Find out how to watch the Houston Texans vs. Jacksonville Jaguars NFL London game this week.
Which NFL games are Fox, CBS broadcasting? Week 6 coverage maps
Which NFL games will be broadcast in your region in Week 6? Here are the coverage maps for Sunday's action.
Will Tennessee Titans' Tyjae Spears play in Week 6?
Tennessee Titans running back Tyjae Spears is questionable for Sunday's game against the Indianapolis Colts with a knee injury.
In Ohio, a solidly GOP district is upended by domestic violence allegations
Several Republican voters who spoke to USA TODAY are still supporting Rep. Max Miller of Ohio despite allegations of domestic violence.
I grew up progressive. I became a conservative. Here's why
My parents watched 'The Daily Show' every night. I laughed along – until I didn't. How a kid from Detroit ended up to the right of his whole family.
The Lakers have cut two players from their roster
The Lakers are trimming their roster with days to go before their regular-season opener.
Where to watch Browns vs. Ravens today: Channel, live stream, time, TV schedule for Week 6 NFL game
All you need to know to watch the Ravens face the Browns, including TV channel and live streaming details.
Connections: Sports Edition today: Hints and answers for Oct. 18, 2026, puzzle No. 754
Welcome to Connections: Sports Edition Coach — a spot to gather clues and discuss (and share) scores.
Notre Dame asked for BYU. The Cougars made the Irish regret it
Notre Dame had a path to No. 1. Instead, Bear Bachmeier delivered late as unbeaten BYU stunned the Irish 28-24.
UCLA’s fairy tale was supposed to end. Then Ty Dieffenbach happened
Ty Dieffenbach stepped in for Nico Iamaleava and came up clutch for UCLA to keep the undefeated start rolling for the Bruins.
Every Andover player drafted by the Golden State Warriors
Let's take a look at every player who has been drafted by the Warriors out of Andover.
Nebraska football vs. Oregon live updates, stats and highlights
Nebraska heads out west to face Oregon. The Huskers are coming off a 20-17 loss to Indiana, while the Ducks lost 17-15 to UCLA at Autzen Stadium.
DeMarvion Overshown ruled out
Dallas Cowboys LB DeMarvion Overshown won't play against Green Bay
'No Kings' movement returns to Stockton to bring 'a little bit of light' before the election
“The event today is about voting, and especially right now in American history and the present politics,” said Dawn Griep, a local organizer.
Tyrese Maxey assesses Sixers after preseason finale loss to Celtics
Tyrese Maxey assesses the Philadelphia 76ers after a preseason finale loss to the Boston Celtics.
A.J. Brown activated from Injured Reserve
Patriots WR A.J. Brown returns to 53-man roster after spending time on IR
Patriots get major boost, A.J. Brown returns from injured reserve
Patriots wide receiver A.J. Brown is being activated for Sunday's game against the Jets.
AHN takes lifesaving training into western Pennsylvania classrooms
AHN's new Building Bridges program teaches students CPR, Narcan use and other lifesaving skills while introducing health care careers.
Is There an Entrepreneurial Case for a Minneapolis Bathhouse?
Or will the taps of Minneapolis bathhouses run with nothing but red ink? “If it was a sure thing, there’d be one in St. Paul today.”
Do political ads have to disclose who paid for them? What to know
Political ads filling Wisconsin mailboxes, airwaves and screens often must disclose who paid for them, but the name alone may not tell you much. How can you find out who is really behind the message?
Keri Russell on politics, escapism and 'Diplomat' twists she literally forgot
Keri Russell and Rufus Sewell talk Season 4 of Netflix's "The Diplomat," its real-world parallels and too many twists to remember.
Keri Russell on politics, escapism and 'Diplomat' twists she literally forgot
Keri Russell and Rufus Sewell talk Season 4 of Netflix's "The Diplomat," its real-world parallels and too many twists to remember.
Every NYU player drafted by the Boston Celtics
Let's take a look at every player who has been drafted by the Celtics out of NYU.
“There certainly is a capacity that you need to have …
“There certainly is a capacity that you need to have …
Are Lakers cutting Bronny James after JJ Redick criticism?
James has had a rough preseason
Lady Vols defeat Arkansas for fourth SEC win
Lady Vols defeat Arkansas to win fourth straight match.
Alabama vs. Tennessee: How to watch today's NCAA college football game, where to stream and more
How to watch the Alabama vs. Tennessee game this Saturday.
Ed McCaffrey recalls favorite John Elway memory with Rich Eisen
Ed McCaffrey told his favorite John Elway memory during an interview with Rich Eisen.
Ohio State vs. Indiana: How to watch today's NCAA college football game, where to stream and more
How to watch the Ohio State vs. Indiana game this Saturday.
Biggest storylines for Panthers vs. Eagles in Week 6
Can the Panthers and the red-hot Bryce Young deliver a knockout punch to the wounded Eagles in Week 6?
YouTube Gold: The Genius Of Red Auerbach
Even today, coaches could learn a tremendous amount from Red Auerbach
Has there ever been a mountain taller than Everest?
Mount Everest may be the king of the planet today, but has Earth ever thrust a larger mountain from its surface?
Staunton Pride is today. What to know about music, food and parking
Staunton Pride returns to Gypsy Hill Park with live music, drag performances, vendors, food and wellness resources. Here's what to know.
Where to watch Tennessee vs. Alabama today: Channel, live stream, time, schedule for Vols vs. Tide
Tennessee hosts Alabama in the latest edition of the college football rivalry. Here's how to watch it with TV and live streaming information.
Today's 5️⃣ top stories: Tebas-Florentino war, Bellingham until 2031
Saturday, October 17 is here, bringing a day packed with football and news. So let's run through the five stories you can't miss to start your day...The Tebas–Florentino Pérez feud is heating up���...
Connections: Sports Edition today: Hints and answers for Oct. 17, 2026, puzzle No. 754
Welcome to Connections: Sports Edition Coach — a spot to gather clues and discuss (and share) scores.
Carson Schwesinger questionable for Week 6
Cleveland Browns LB Carson Schwesinger officially questionable to face Baltimore
NYT Strands hints, answers for October 17, 2026
Every hint, nudge and outright answer you need to complete today's NYT Strands puzzle.
Anthony Tyus III will be elevated in Week 6
Carolina Panthers RB Anthony Tyus III will be elevated for matchup with Philadelphia
Tom Kennedy placed on IR
Lions WR Tom Kennedy moved to Reserve/Injured list after knee injury
Patrick Mahomes removed from injury report
Kansas City Chiefs QB Patrick Mahomes logs full practice Friday
Deebo Samuel remains sidelined
49ers WR Deebo Samuel on track to miss the Week 6 game after two missed practices
Cam Christie returning to Clippers, per report
Cam Christie is returning to the Los Angeles Clippers.
Arts & Entertainment Calendar
Ghost Walk: Farmville Community Arts Council’s annual Ghost Walk will be held today and Thursday-Saturday. Tours will leave from the Paramount Theater, 3723 N. Main St., Farmville, every 10 minutes
Verizon Will Charge $10 a Month for iPhone Handoff
Verizon plans to charge customers $10 per month for the iPhone Handoff feature that Apple added in iOS 27. iPhone Handoff allows one phone number to be shared across two separate iPhones. Pricing was included in Verizon's iPhone Duo announcement today, with the carrier confirming iPhone Handoff will work with the iPhone Duo and the iPhone 18 Pro models.
Apple’s new App Store rules crack down on AI nudification and ‘bait-and-switch’ apps
Apple updated its App Review Guidelines today with a series of changes meant to strengthen protections against harmful content and deceptive app review practices.
LeBron, Jaylen Brown, Joel Embiid and Tyrese Maxey are …
LeBron, Jaylen Brown, Joel Embiid and Tyrese Maxey are …
Ladd McConkey not on injury report for Week 6
Chargers WR Ladd McConkey upgraded to full practice and is off the injury report
Denzel Boston good to go for Week 6
The Browns top receiver will be in the lineup for the team in Week 6.
Tre' Harris to miss Week 6 because of injury
Chargers WR Tre' Harris set to miss at least one game because of his hamstring issue
Cardinals-Rams history: Sean McVay owns Arizona
Sean McVay is 16-3 against the Cardinals.
Android 17 QPR2 Beta 7.1 rolling out for Pixel
Google is rolling out Android 17 QPR2 Beta 7.1 today a week after the last preview for Pixel devices. This small update...
David Montgomery to be unavailable for Week 6
Texans RB David Montgomery ruled out for Week 6 due to groin injury
Tyler Shough cleared for Week 6
The Saints' quarterback is no longer on the Week 6 injury report.
Patriots WR talks difference between Bill Belichick and Mike Vrabel
Patriots wide receiver DeMario Douglas revealed the key difference between the Bill Belichick and Mike Vrabel eras.
Kyle Monangai will not play in Week 6
Bears RB Kyle Monangai set to miss second straight game
Michael Penix Jr. set to play in Week 6
Falcons Michael Penix Jr. cleared to play this week despite his Week 5 injury
SOME CITY SPORTS FIELDS ARE CLOSED TODAY SEE LINK FOR DETAILS 10-16-26
****ALL CITY BASEBALL AND SOFTBALL FIELDS ARE CLOSED TODAY (10-16-26) EXCEPT FOR: GROVE BASEBALL, MAX KEHNE BASEBALL AND SOFTBALL, WALNUT RIDGE BASEBALL, AND WHITTIER BASEBALL FIELD 2.****What “
Eagles sign Joe Milton off Cowboys' practice squad
The Eagles poached a quarterback off the Cowboys' practice squad.
Dallas Stars sign forward David Perron to one-year contract
David Perron has signed up for a 20th NHL season on a one-year deal with the Dallas Stars.
"He's very excited about this new chapter with the …
"He's very excited about this new chapter with the …
Ducks Wire staff predicts Oregon Ducks vs. Nebraska Cornhuskers
Ducks Wire staff predicts Oregon vs. Nebraska, including final score picks, players of the game, and key matchup predictions.
Tennessee-Alabama football game score predictions
Tennessee versus Alabama football game score predictions in Week 7.
Uniting Hearts Music Festival combines entertainment with community service on October 17
The Uniting Hearts Music Festival returns for its seventh annual event on Saturday, October 17th.
Nick Sirianni: Jalen Hurts' health is our concern, not going to get into details
Eagles coach Nick Sirianni repeatedly declined to discuss quarterback Jalen Hurts' health today, a day after the Eagles announced that Hurts will miss Sunday's game because of a blood clot.
Dunleavy was confident that Butler would appreciate …
Dunleavy was confident that Butler would appreciate …
NCAA sues Ohio Gov. Mike DeWine after executive order flouting new eligibility rules
DeWine’s executive order comes against a backdrop of eligibility chaos that has enveloped college sports this summer.
Breece Hall, Adonai Mitchell out for Week 6
New York Jets RB Breece Hall (quadriceps) and WR Adonai Mitchell (finger) have been ruled out for Week 6 against the New England Patriots.
Double trouble: Sister duo powers nationally ranked flag football team's 15-0 run
Together, the sisters have produced more than 1,800 yards of offense during the Titans' undefeated season.
Pope Leo to make first appearance since cancer surgery
Pope Leo XIV is set for his first public appearance since cancer surgery as doctors report steady improvement in his recovery.
Can AI solve our mental health access problem?
Last week I asked you what worries you most about AI in health. It was close, but your top answer was “AI giving bad health advice.” Last week’s poll results: You’re in good company. This concern was top of mind at a conference I joined at Stanford last week, where researchers, clinicians, and people who build AI systems spent a day debating trust and safety in health AI. Stepping back, I’m also hearing your emerging concerns about AI’s impact on our well-being generally. I see this as a matter of public health, and we’ll take it in pieces as we learn together. Today we’ll focus on AI chatbots used for therapy for mental health. Early this month, Governor Newsom vetoed Senate Bill 903, California’s most ambitious attempt to regulate AI use for mental health. It’s at the center of active debate, and raises the questions patients, family members, citizens, and voters will face as AI moves deeper into health care. Let’s work through it. What is “AI-based therapy”? It’s really two things: purpose-built mental health apps designed to deliver structured support, and general chatbots like ChatGPT, Claude, and Gemini that people increasingly use for emotional support—even if they weren’t built for it. Spoiler alert: I don’t know whether the shift toward AI therapy is good or bad. The evidence isn’t there yet. But I do know it’s already happening, and I have some ideas about how we can roll it out with safety in mind. The therapy dilemma, in a nutshell Mental health challenges are common, and strain health and well-being across populations. Therapy (interactive dialogue with a trained, empathetic practitioner) helps many people heal. The demand for licensed therapists far exceeds the supply in California, and AI-based therapy can narrow that gap. AI-based therapy remains novel, unproven, and not well tested. Right off the bat, we can see we’re dealing with trade-offs here. Since the main driver of demand for therapy from a robot is lack of access to therapy from a human, we’ll start there. It’s too hard to find and afford a human therapist California is short roughly 55,000 licensed, non-prescribing therapists and counselors, about 40% of what we need. Psychiatrists, who rely on talk therapy as a complement to prescribed medications, are even more scarce. Eight counties have none, and density ranges from 1.7 per 100,000 residents in San Benito County, to 68.1 in Marin County. My wife is a psychiatrist in Marin, and even here access is tight. If it’s hard in the best-supplied county, imagine rural Sierra County, or the San Joaquin Valley. In 2024, more than half of Californians who tried to make a mental health appointment struggled to find a provider who took their insurance, compared with 14% for physical health care. When Senate staff posed as “secret shopper” patients and called 120 mental health providers in Medicare Advantage networks, they landed an appointment less than once for every five tries. Insurers pay behavioral health clinicians about 22% less than medical and surgical clinicians for comparable office visits. On top of that, billing denials and prior authorizations hit hardest at the solo and small practices common in mental health. Psychiatrists opt out of Medicare at the highest rate of any specialty. In many places, a cash practice for therapy fills quickly with patients paying $250 or more an hour, with no insurance paperwork at all. Families who can pay cash find providers more easily. Those who rely on insurance, including Medi-Cal enrollees, older adults, rural residents, and non-English speakers, compete for what’s left. So we can’t pretend the human system works, and we can’t blame people for turning to AI for support when they’re in distress. AI is filling the gap It’s estimated that roughly a quarter of AI users use it for mental health support. If you have internet, it’s available 24/7, it’s cheap, and it speaks your language. Uninsured adults are about twice as likely as insured adults to do it (30% vs. 14%). It feels anonymous in ways that may enable people to ask things they’re unsure or embarrassed about. The largely hidden, personal use makes it hard to study whether it’s actually helping people with their mental health issues, but researchers are trying. Does AI therapy work? A 2026 analysis of nearly 40 randomized trials found chatbots showed a real but small reduction in depression symptoms. But most of these trials were compared to an alternative of no therapy, not a human therapist. So the benefit of AI therapy is probably real, but modest, and mostly untested against the alternative of human contact. We need more studies. Serious concerns OpenAI’s own estimate is that more than a million ChatGPT users each week show signs of suicidal planning or intent. These are high stakes encounters, and AI doesn’t always get it right. That’s partly because a chatbot can sound like a therapist, but it has no license, no duty of care, and it’s not clear who to hold accountable when it gets things wrong. AI is also designed to help users in whatever task they’re seeking to accomplish. People may feel like they’re getting therapy, but they’re mainly getting a convincing conversation. It’s easy for an AI companion to wander into gray areas, like playing along with “creative writing” that may be about the user’s own suicidal intent. Courts are driving safety conversations A wave of lawsuits have been filed on behalf of families claiming that chatbots pushed people they loved toward self-harm, including teens who died by suicide. The first settlements came this year. OpenAI is headquartered in San Francisco, and dozens of cases alleging that ChatGPT drove users to suicide or self-harm are now before a San Francisco judge. Character.ai has filed for bankruptcy after several states brought lawsuits accusing the chatbot of pushing dangerous content to kids. But the technology seems to be improving. Last month, an independent evaluation found that newer AI models “almost never endorse suicide.” That’s progress, but our societal appetite for even one preventable death is very low. So how do we move forward? Finding a middle ground Earlier this month the governor vetoed Senate Bill 903, a bill designed to place guardrails on the use of AI for therapy. The bill would have prohibited any AI-based platform from being advertised as psychotherapy, and would have required a licensed professional to review and approve each encounter where AI was used to support therapeutic decisions. Newsom called it overly broad, since even routine screening questions would have needed clinician sign-off. Knowing we’re already short on mental health providers, requiring human review of AI encounters may not relieve our access problems. Still, the answer isn’t no oversight. Here’s one feasible short term solution. Rather than reviewing each encounter, a licensed clinician can design the guardrails: what counts as a crisis, what triggers an immediate handoff to a human, and what gets sampled for audit each month. The AI runs inside that structure. Conversations get checked, failures get reported, and a real clinician owns the framework. Medicine already has models to learn from. The FDA process for rolling out newly approved medications is an example. After a product reaches patients, we keep watching for adverse events. Patient-facing AI needs the same “digital pharmacovigilance”: systematic tracking of harms, near misses, and the types of groups that get hurt and why. It’s also critical that users know that they can reach a human if they’re in crisis. Most chatbots now include messages like these: Bottom line The rush to use unproven AI tools for mental health support is mostly a workaround, a sign of a health system people can’t get into. We need better access to proven care from licensed clinicians. That takes reimbursement that makes accepting insurance viable, and a bigger workforce. But, built and tested well, AI could be part of the answer. It could be the 2 a.m. check-in when no one else is awake, or a way for patients to practice skills their therapist taught them. It could be the first step to get someone the right level of care, and take paperwork off clinicians’ plates so they spend more time with patients. None of this is simple. The SB 903 veto doesn’t end the debate, and the legislature will be back. In the meantime, those of us using these tools need to stay informed, ask hard questions, and hold the companies building them accountable. I’ll try to do my part, and we’ll keep learning together. Love,Matt P.S. If you or someone you know is struggling with mental health challenges, emotional distress, substance use problems, or just needs to talk, call or text 988- you’ll reach a real person— or chat at 988lifeline.org 24/7. Dr. Matt Willis is the author of Your Local Epidemiologist in California. A California native, he’s served as a primary care physician, CDC epidemiologist, and public health officer for Marin County, where he guided the pandemic response. He lives in Marin with his family and their dogs, Teddy and Ramona. Thank you Cynthia He, MD, PhD, and Parnika Saxena, MD, for their guidance in preparing this article. Cynthia works in an outpatient mental health clinic, treating patients who have Medi-Cal or, sometimes, no insurance. Parnika works in an inpatient psychiatric unit, treating patients with public or private insurance or self-pay ability. All opinions are their own and do not represent their employers.
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