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There’s a Reason That Netflix’s Ad Business Has Underwhelmed
Somewhat lost in the company’s slew of firings and engagement warnings over the past few weeks was the fact that Netflix is scaling back its ad forecast for 2026 from $3 billion to $2.7 billion. That’s despite the fact that: CTV is growing by 14-15% this year This year saw a monster upfront Netflix is the biggest streamer out there this side of YouTube, and was the platform that for years brands were supposedly dying to be a part of In other words, that’s an alarming pull-back from Netflix. A Wall Street analyst I spoke with last week was blunt, calling Netflix’s ad business “disappointing.” To me, a red flag on the ad front is that Netflix has never revealed how many ad-supported subscribers it has. Because if I know anything about how big companies work, if they have a positive number that makes them look really good - they tend to share it. (How many subs does go90 have right now? We’re not saying just yet. How are ads going on ChatGPT? Oh, a billion run rate - I see). Yes, to date Netflix has shared some fuzzy ad numbers, such as the idea that the company’s ad tier ‘reaches’ 250 million users globally.’ Here’s why that figure gives me pause: a)they lead with global, and b) they don’t explain how they are calculated. (Are they based on average people in each room? Surveys of some kind?). Regardless, some insiders say that Netflix’s ad tier is scaling nicely - others not so much. Either way, one of Netflix’s biggest challenge on the ad front appears to have been its starting point. Remember, when Netflix launched ads in 2022, it had 73 million subs in the US and Canada. That’s 73 million people who were used to Netflix with zero ads. And when the ad product rolled out, the company clearly was going after new users - a limited pool of potential subscribers by default. That focus seems to have changed over time, as Netflix has tried to convert longtime subscribers to the ad tier. Historically Netflix subscribers are very sticky. But is the company’s low churn a problem? Not necessarily, according to Antenna data. Rather, Netflix’s consumer loyalty is a bit of a double-edged sword. “Netflix is the one streamer which actually has seen substantial “trade downs” but has much lower ‘win backs,’ said Antenna founder Jonathan Carson (win-backs being people who were on the ad-free plan, cancelled, then rejoined on the ad plan). “Netflix has lower churn and so has less opportunity to win back old subs with a lower cost plan option.” This all might explain why Netflix has been so slow to roll out all of these table stakes targeting options until just this week. It likely didn’t have enough users to carve up into various targets. etc. However, what really hit Netflix’s ad business was Amazon’s move a few years ago to turn on advertising for Prime Video by default. Suddenly the market was awash in premium inventory, and Netflix was playing catch-up on multiple fronts. Thus, the streaming giant appears to still be figuring out if if wants lead in ‘programmatic TV,’ or premium ‘upfront’ TV sales. “The CTV market now sorts into three businesses, and Netflix is not the leader of any of them,” wrote analyst Jack Myers. Ouch. So how does Netflix ratchet up its ads business? Get the next NFL package You’re gonna have to wait until 2030 unless one of the bigger media companies like Skydance opts out, but the easiest (not cheapest) way for Netflix to become a huge TV ads contender is to get one of the regular NFL packages, ideally Sunday afternoons. That way it can sell ads to its whole U.S. subs base overnight. Go FAST This one is risky, because to program a compelling FAST channel, you’d likely have to take some older Netflix exclusive shows and make them available for free to non-subscribers. But FASTs, for better or worse, are ad-inventory machines. Go full UGC I’m not sure I see this happening. There is something already off about Netflix carrying podcasts and shows for creators. The experience sticks out in what is such a produced, and generally non-communal environment. But Netflix could open up its platform by allowing creators to upload videos without having to be approved by the service. But that opens a whole other can of worms (policing brand safety, copyright infringement, overall quality). Make a huge RMN Deal I was going to suggest something crazy, such as ‘instead of buying Warner Brothers, Netflix should buy Target. But the company doesn’t want to be in the brick and mortar business. Yet for Netflix’s ad business to compete in an Amazon world, it needs to be able to connect ad exposures to shopping. What if, instead of letting Amazon target Netflix viewers with its DSP, Netflix inked a deal with Target, or even took control of Roundel, and created its version of the Amazon full-funnel for brands? Price us out. I hope they don’t do this, but Netflix’s price increases - while significant - haven’t been enough to push long-term customers out of the ad-free tier. But if they made those prices so prohibitive, it could push large swaths of consumers to trade down. Then again, that could also dent engagement - as binging becomes much less appealing once you bring ads into the equation. Or, they could just launch a bunch of hit shows and maybe everyone will quickly forget all this angst. More from Amazon unBoxed A few weeks ago, I recorded two podcasts live at Amazon’s unBoxed event in San Francisco. I was able to go really deep with several brand partners about how Amazon’s various data and ad products work - particularly the under appreciated Amazon Marketing Cloud. First, I talked with Laura Abadias Velilla, of the Amazon specialty agency Amerge, along with Amazon’s own Charlotte Maines, Vice President, Devices Content & Advertising, about how the two partners helped a very specific printer company Epson launch into a brand new category - high end projectors. It’s a great example of how brands connect audience data across platforms to make budget deployment decisions. Next, I chatted with Monks VP Head of Digital Investment for North America Tom Burchill about how the agency actually brought in data from Linkedin to help target B2B customers across various Amazon properties for the brand Quicken. Check it out: Check these out, or just listen:
More Than a Charcuterie Board: A Mother and Daughter Build a Business Around Gathering.
The Bar Harbor Story is generously sponsored by Birch Bay Retirement Village. NORTHEAST HARBOR—Food’s ability to be a social cornerstone is one of the founding premises of one of Mount Desert Island’s newest, and perhaps most unique, endeavors in cuisine based catering. From intimate gatherings to large functions, Olive & Pearl creates charcuterie boards that can not only astound the tongue but also the eye. Many would agree that food can bring people together. In fact, culinary delights, and sometimes adventures, have been utilized as the centerpiece for social and business occasions of all kinds for centuries. Often times it even has the ability to start conversation, temper differences, and build new relationships. Settings can vary, from a multi-course sit down meal, a backyard barbecue, or a couple of bowls of chips and dip in front of a television, but the result can be the same. Humans come together, they share food, and the whole process is a catalyst for thought, communication, and a shared experience. Imagined and created by the mother and daughter team of Dr. Susan Scanlan (formerly MacCready) and Kayla Musetti, Olive & Pearl was started in June of this year and has been creating, delighting, and growing since. We gave the two an opportunity to answer some questions about themselves and their new venture. The love, passion, and pride for what they are doing and the fact that they are doing it as a mother and daughter team came through so strongly in their answers that we decided to present the question and answer session in its entirety. The Interview What did you do prior to Olive & Pearl? We’re a mother-daughter team, and food, family, and hospitality have always been a big part of our lives. Susan grew up in a large family in Pennsylvania, where the table was always at the center of everything. There were multiple dishes, little bites, stories, and plenty of conversation. Food was never simply about eating. It was about gathering, celebrating, and spending time together. After living in several Southern states, Susan relocated to Maine more than 20 years ago, and Maine has truly become home. She loves its sense of community, natural beauty, and connection to local food and makers. Professionally, Susan is a registered nurse and holds a doctorate in health administration. She has worked in a variety of clinical, nonclinical, and leadership roles and currently works as a faculty academic director. Building Olive & Pearl has been an exciting creative venture alongside her career. Kayla is also a registered nurse and works in the ambulatory surgery unit at Mount Desert Island Hospital. While healthcare is an important part of both of our professional lives, Olive & Pearl has given us an entirely different way to connect, collaborate, and create something together. Tell us about the business. Olive & Pearl is a mother-daughter charcuterie business centered around beautiful food, thoughtful presentation, and bringing people together. We create curated charcuterie boards designed for everything from intimate gatherings and dinner parties to weddings, showers, corporate events, boat days, and celebrations of all kinds. We think of our boards as more than food. They’re an experience and an invitation to gather, slow down, and enjoy time with the people around you. We’re intentional about quality ingredients, artful presentation, and personalization. Whenever possible, we also incorporate Maine-made and locally sourced products, including cheeses, jams, honey, seasonal produce, and baked goods. What inspired you to start Olive & Pearl? In many ways, Olive & Pearl grew out of something we had been doing our entire lives —bringing people together around food. We’ve always loved creating beautiful spreads for family and friends. There was something special about watching people gather around a table, graze, talk, laugh, and simply enjoy being together. Friends and family began telling us, “You should do this as a business,” and one day, we stopped laughing it off and started mapping it out. We realized we had an opportunity to combine our different strengths and create something that reflected what we both value: hospitality, creativity, quality, and connection. Charcuterie felt like the perfect expression of that. It’s beautiful and creative, but it’s also communal and approachable. At its heart, it brings us right back to where the idea began, a table filled with food and people gathered around it. Do you have a business partner(s)? Our business partner is each other! Olive & Pearl is truly a mother-daughter partnership, and building it together has been incredibly meaningful and sometimes hilarious! We know each other extremely well, which can be both a strength and, occasionally, a challenge. We have different personalities and strengths, but we’ve learned to lean into those differences and use them to our advantage. There’s a lot of trust between us, and we’ve learned how to communicate, collaborate, and occasionally laugh at ourselves along the way. We’re also building Olive & Pearl while continuing our careers in healthcare and education, so we’re taking things thoughtfully and growing the business one step at a time. We all have to start somewhere. One of the most rewarding parts has been having something that belongs to both of us. We get to learn from one another, celebrate the small wins together, and create something that we hope will become part of our family’s story for years to come. When exactly did you launch the business? Recently, in June 2026, we launched Olive & Pearl, turning an idea we had talked about for years into real business. It has been incredibly rewarding to watch something that started around our own family table and begin to find a place within the community. How is it going so far? How do you feel it has been received? It has been going very well, and we’ve been incredibly encouraged by how warmly Olive & Pearl has been received. As more people hear about us, our orders have continued to increase, and we’re seeing growing interest in boards for events and celebrations. It’s exciting to watch something that began as an idea between the two of us start to grow within the community. One of the most rewarding parts is hearing from customers after their events or seeing photos of our boards being enjoyed. Knowing that something we created became part of someone’s celebration is incredibly meaningful to us. Is there a brick-and-mortar location or is it all online? Olive & Pearl is currently an online business. We’re intentionally starting this way so we can build relationships with our customers, learn what they love, and grow thoughtfully. Our long-term dream, if the business continues to grow, is to eventually have a sit-down space where people can experience Olive & Pearl in person. Do you have any future plans if things go well/keep going well? Absolutely. For now, our focus is on continuing to grow Olive & Pearl, getting to know our customers, and becoming part of more celebrations and gatherings throughout the area. Long term, we would love to have our own physical space where people can come together and experience Olive & Pearl beyond the boards themselves. We can imagine a place that combines food, hospitality, creativity, and community. Ultimately, we want to build something that continues to grow while still feeling personal and connected to the people and community around us. Is there an aspect of the business that you really love? There are so many things we love about it, but the people and the connection are probably at the top of the list. We love creating something beautiful, but what really matters to us is what happens after we hand it over to the customer. We picture our boards on kitchen islands, at backyard gatherings, on boats, at weddings, or around a long dinner table—with people laughing, talking, and lingering a little longer. We also love the creative side. Every board is an opportunity to play with color, texture, shape, seasonality, and flavor. We don’t just want to fill a board, we want to curate an experience. And supporting local makers is especially meaningful to us. Whenever possible, we love incorporating Maine-made cheeses, local jams and honey, seasonal produce, and products from nearby bakeries and businesses. It allows us to showcase some of what makes Maine so special. Perhaps most importantly, we love doing this together. Building something as a mother and daughter has given us another way to spend time together, learn from one another, celebrate small wins, and create memories. Is there anything regarding any aspect of Olive & Pearl that you may think is important that is not reflected on the website? One thing that may not always come through online is just how personal this business is to us. Olive & Pearl isn’t something we created simply because charcuterie was popular. It grew very naturally from our family, our traditions, and the way we’ve always enjoyed gathering with people we love. There is a lot of heart behind every board. We think about the people who will be enjoying it, the occasion they’re celebrating, and how we can make the experience feel special. We also want people to know that we care deeply about supporting locals whenever possible. Using Maine products isn’t just about sourcing ingredients, it’s about telling a little story about where we live and the talented people who make and grow wonderful things here. Is there anything that we have not asked that you think is important/relevant that would like readers to know? We hope people see Olive & Pearl as more than just a charcuterie business. At its heart, it’s about gathering. Our goal is to make it easier for people to create those moments when everyone gathers around the table, conversations last a little longer, and people simply enjoy being together. We also hope people see the mother-daughter story behind the business. We’re building Olive & Pearl alongside our careers, one step at a time, and there is something incredibly special about creating a shared family legacy in the process. For us, success isn’t just about how many boards we make. It’s about becoming part of people’s special moments - birthdays, weddings, weekends with friends, quiet evenings at home, or a beautiful day on the Maine coast. If one of our boards helps people put down their phones, linger a little longer, laugh a little more, and enjoy the people around them, then we feel like we’ve done exactly what we set out to do. All photos courtesy of Olive & Pearl. LINKS TO LEARN MORE Olive & Pearl website Olive & Pearl Facebook Olive & Pearl Instagram RECENT PRESS RELEASES AND BRIEFS To see all the press releases, click here. To see our news, click here. For the full archive, click here. All of these are on our dedicated website. [ ](https://barharborstory.substack.com/p/pemetic-students-share-thoughts-on) [ Pemetic Students Share Thoughts on Declaration of Independence Oct 22 ](https://barharborstory.substack.com/p/pemetic-students-share-thoughts-on) [ Read full story ](https://barharborstory.substack.com/p/pemetic-students-share-thoughts-on) [ ](https://barharborstory.substack.com/p/fall-festival-at-the-noreaster-for) [ Fall Festival at the Nor’Easter for Mount Desert Nursery School, October 24. Oct 22 ](https://barharborstory.substack.com/p/fall-festival-at-the-noreaster-for) [ Read full story ](https://barharborstory.substack.com/p/fall-festival-at-the-noreaster-for) [ ](https://barharborstory.substack.com/p/explore-career-opportunities-where) [ Explore career opportunities where you make a difference for Maine’s natural resources—and the people who enjoy them. Oct 22 ](https://barharborstory.substack.com/p/explore-career-opportunities-where) [ Read full story ](https://barharborstory.substack.com/p/explore-career-opportunities-where) [ Cranberry Isles Comprehensive Plan Committee Oct 22 ](https://barharborstory.substack.com/p/cranberry-isles-comprehensive-plan) [ Read full story ](https://barharborstory.substack.com/p/cranberry-isles-comprehensive-plan) [ ](https://barharborstory.substack.com/p/community-school-hosts-a-pancake) [ Community School Hosts a Pancake Breakfast Fundraiser October 25! Oct 22 ](https://barharborstory.substack.com/p/community-school-hosts-a-pancake) [ Read full story ](https://barharborstory.substack.com/p/community-school-hosts-a-pancake) HELP SUPPORT THE BAR HARBOR STORY When we started The Bar Harbor Story, we didn’t know if anyone would read it. But you showed up. You shared. You sent tips. Now—over 400,000 views every month later—it’s clear: people here care about their community and each other. We’ve kept everything free because news should never be out of reach, but every one of our stories takes time to write, and your support keeps The Bar Harbor Story going. If you value our work, please consider a paid subscription, a founding membership, or a sponsorship. It truly helps us cover one more meeting, tell one more story, shine one more light. Even $5 a month makes a difference. Click here to become a one-time supporter now. Thank you so much for being here. Founding member information can be found here. Have questions about sponsorships? Just send Shaun an email at sfarrar86@gmail.com, he’d love to hear from you. Subscribe Share Bar Harbor Story Share Leave a comment
Prince William, wannabe DJ and film-lover, appears on UK chat show
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Vanderbilt, Carnegie Mellon show Florida business range
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New business association coming to Kettering
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Terry Bradshaw gives health update, announces he's nearing retirement from broadcasting
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‘Honky Tonk Highway’ brings country musical to Cedar Rapids
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John Sherman Opens Up on Royals' Future in Kansas City
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Jordan Ott talked about Kennard's movement shooting …
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Quick hitters: O-line health, safety depth and Dan Campbell’s first days in Detroit with Glenn
Allen Park — Detroit Lions coach Dan Campbell and quarterbacks coach Mark Brunell met with the media on Friday. Here are the noteworthy items from those conversations. Healthier up front, banged up in the back It’s good news, bad news on the injury front. First, the offensive line is going to be far closer to full strength with starters Blake Miller (knee) and Christian Mahogany (hip) on track to return to the lineup. That provides stability the offense lacked against Buffalo, particularly at right tackle, where backup Larry Borom allowed 11 quarterback pressures and committed a trio of penalties. Subscribe However, with that same unit, veteran Ben Bartch (foot) is likely to miss Sunday’s matchup with the Jets. The left guard competition that’s been ongoing since May has effectively been whichever option is healthy that week. In the back end, safety Thomas Harper (ankle) is also unlikely to be available on Sunday. That leaves the team precariously thin at the position following Avonte Maddox going on injured reserve this week. Christian Izien is expected to get the start alongside Chuck Clark. “Izzy's been working a lot back there and had a full week,” Campbell said. “And he's gotten a ton of work this week, a ton of reps, full-speed reps. ‘This is what you're going to do, this is the calls’ and just dousing him with full-speed reps and he's done a good job this week.” Safety depth is the bigger concern. The team is expected to count on some combination of Jalen Mills, who signed to the practice squad on Monday, Bishop Fitzgerald, the undrafted rookie poached off the Steelers’ practice squad on Tuesday, and rookie cornerback Keith Abney, who doesn’t have experience at safety. “I'll say this about Abney, man, for a rookie, he's a pretty dang smart, conscientious, aware football player that's got a ton of room to really take off,” Campbell said. “…He's young. He's another one, he just needs reps and reps. But, if we need it, that'll be a guy who may have to go in for us.” You can check here for the full injury report, with game designations, later this afternoon. Reflecting on the past Responding to comments made by Jets coach Aaron Glenn this week, Campbell reflected on his earliest days with the Lions, before the coaching staff had been fleshed out and it was just he and Glenn at the facility working through what they wanted things to look like. “It was just he and I in the lab,” Campbell said. The coach said the two would fill the whiteboard that remains in current coordinator Kelvin Sheppard’s office top to bottom with notes about philosophy, coaching style, team identity and the type of players they wanted to target. “He looks different than me,” Campbell said. “I'm taller, I'm whatever. He's quicker. All these different things, man, but we're really the same. I mean we're so much the same. And he's the defensive version, I'm the offensive version. He was my right hand man. …It was fun, man. Those were good days.” Campbell said it was one of the best and worst days of his life when the Jets hired Glenn to be their coach. “AG means the world to me,” Campbell said. “He's one of my dearest friends because I know what he's made of. “…It's because you know you're losing a little piece of you. That's what he meant to me and to us. So, that's hard.” Traits under center A couple of weeks back, Sheppard noted that Brunell had identified Saints quarterback Tyler Shough as the best prospect at the position ahead of the 2025 draft. On Friday, Brunell confirmed his evaluation and explained what he looks for when studying a young quarterback. Here’s the full answer: “Young quarterbacks, you have to look at everything, you know? I look at guys coming out of college just like I look at any free agents that we might be looking at, or guys that we might add to our roster. Do they take care of the ball? Are they on time? How is their decision-making? How are their feet? “It's tough because you look at a college player, you don't understand what they're trying to do offensively, what their reads are, but you can identify when a guy is accurate, obviously, and when the ball's getting there on time. If there are a lot of interceptions, it raises a red flag. And I think with a lot of the spread offenses of what you're seeing, when you see a young player and they're running some pro concepts and he's having to make protection calls, and he's getting the right play out of the run game, and when there's a lot on his plate and he's executing it very well, and he's managing all of that, that really jumps out at you. It’s really hard to find. “That's one thing we saw with Luke Altmeyer. He had a lot of experience. We call it, ‘Hey, he's playing quarterback.’ And what does that mean? It's not just completing passes. It's getting guys lined up, getting the right play, getting the protection call right, just fixing some problems, being able to progress (through reads). And there's still some young guys out there that can do that at a high level, which is good to see.” Regarding Altmyer, who competed for the team’s backup job through the offseason and currently resides on the practice squad, Brunell acknowledged physical development slows once the season starts, because there aren’t reps to go around. However, there’s still extensive mental development that’s ongoing. “The key for him is approach the game as if you're the starter, mentally,” Brunell said. “And that's really all you can do. Approach the game as if you're the starter and be good in the (class)room. You come in alongside Jared (Goff), and you come in alongside Josh (Dobbs) and (do) whatever they need. And if you get an opportunity to talk to Luke, he'll tell you he does have a lot of responsibilities besides just getting donuts for us on Saturday. “For him, it's mentally staying focused, and even though there's really no chance this Sunday of him playing, he has to approach it as if he's taking the first snap and playing the whole game. So what's our game plan? What are our checks? What are we anticipating? And then during the game, we keep him involved as far as looking at coverages and pressures. And so, really, for him, it's just a mental game. And for now, that's all we can do.” Reason for more zone The Lions have significantly increased their usage of zone coverage on defense this season. I asked Campbell if that was a reaction to their personnel or driven by the focus to generate more turnovers, given it can be easier to produce interceptions when you can keep eyes on the quarterback while playing zone. “I think it was a little bit of both,” Campbell said. “We just felt like this would suit us a little bit better up to this point, and then be disruptive and get takeaways, which worked well Week 1. We had two (opportunities) last week against Buffalo we weren’t able to get, but they’re there.” I followed up by asking how much the combination of heavy blitzing with the back end playing zone has contributed to some of the early-season coverage woes, since adding extra players to the pass rush means leaving the coverage short-staffed. “I mean, it’s challenging, and that’s why a lot of the things we’ve done in zone, for the most part, have been to reduce that stress level back there,” Campbell said. “But that also requires the front getting there. And if you don’t get there, we already kind of talked about that, but there (has to be) a trust there.” The alternative, Campbell explained is sending four and it taking longer for the rush to get home, which can create different problems for a defense. “You can bleed yards,” Campbell said about the strategy. “It gets a little longer and it’s dink-and-dunk and run after catch. …So, we do what we think is right by what we feel like our personnel (does well). But also the game plan, who you’re going in to play, the matchups, their offense. “We’re not stuck on one way.” Detroit Football Network is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Subscribe
Ballad Health hosts open house at Bristol Regional Medical Center
BRISTOL, Tenn. (WJHL) — Ballad Health held an open house Thursday at Bristol Regional Medical Center, and officials talked about the Boone McCrary scholarship two years after Hurricane Helene. McCr…
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EU science policy wonks debate prospect of stronger ties with Canada
Europe’s research and innovation sector has started asking questions on how European Commission President Ursula von der Leyen’s offer to make Canada “the first associate member of the EU” would actually work in practice, and who will get to shape priorities in a transatlantic relationship that is getting stronger. The Commission says it wants “a new model of association” under which the EU and Canada will aim to develop “a shared space” to face ongoing challenges. “Working in close coordination with our member states and the European Parliament, we will aim to create a new form of partnership that has not existed until now, building the closest imaginable form of association with a partner outside Europe,” a spokesperson told Science|Business.Locked in an escalating trade war with US President Donald Trump, who has repeatedly talked of annexing Canada, Prime Minister Mark Carney has been looking east, but full EU membership was never in play. Taking the floor a day after von der Leyen’s proposal, he agreed to strengthen ties under “an alliance of the future” but reined in enthusiasm on the new label. He also suggested expanding Canada’s involvement in the Erasmus+ student mobility scheme, to which it currently has limited access, and the next iteration of Horizon Europe. Canada joined the present Horizon Europe in 2024, but only contributes to collaborative projects.Neither side has detailed the next practical steps in developing this new relationship. “I think nobody at the moment truly knows how this will work,” said Michael Browne, chief executive and founder of Crowdhelix, a global collaborative network that connects players in research and innovation. “It’s more of a statement of intent for closer collaboration, which requires legislative frameworks and approval processes, which have not started.”Kurt Deketelaere, secretary general of the League of European Research Universities, said von der Leyen’s pitch to Canada is “politically significant, but the legal content still has to be negotiated and constructed.”Mattias Björnmalm, secretary general of the Cesaer university group, agreed that she had only opened “a political door” to Canada, as “associate membership does not come with a predefined set of rights in the EU institutions.”Not only does this status not currently exist as a legal category in the two treaties that set up how the EU functions, but the Commission president cannot unilaterally create a new category of EU membership.According to Deketelaere, Article 217 of the Treaty on the Functioning of the EU, which allows the bloc to make association deals with non-EU countries involving reciprocal rights and duties, is “the most obvious existing legal basis for building a much deeper EU-Canada relationship.”Getting universities involvedNo matter how this new cooperation takes shape, Liviu Matei, who heads the School of Education, Communication and Society at King’s College London, hopes to see universities involved in discussions from an early stage.“Its primary motivations, entirely justifiably, are political and geopolitical,” he said. “In the area of higher education, however, restricting the initiative to political and geopolitical considerations would limit the scope of cooperation and lead to distorted frameworks and counterproductive implementation.”It is all the more important since academic interests on the two sides of the Atlantic are “neither identical nor fully aligned,” Matei added. “This is not insurmountable; it simply requires work to articulate the details of this privileged cooperation, including its governance and funding frameworks, as well as its substantive content in education and research.”Related articlesCanada looks to deepen research and education links with the EUZaharieva hopes for a Horizon Europe deal in 2026Canada might participate in European Research Council schemes, for example, which was not on offer in the present Horizon Europe association agreement. But “there would have to be something in it for the EU,” Browne said. “They don’t want to be funding projects outside of the EU where intellectual property is going to sit outside of the EU. There has to be some kind of transfer of knowledge.”But access to funding will not by itself resolve all the practical difficulties of working together, said Björnmalm. “For researchers and students, these include visas and residence arrangements, recognition of qualifications and study periods, and the conditions for pursuing a research career across borders,” he said. “For universities, there is scope for more predictable access to shared laboratories, computing and research data, and stronger support for joint doctoral training and long-term institutional partnerships.”Linda Doyle, provost and president of Trinity College Dublin, said Europe should strive for the “closest possible expression” of this new political alliance. “If Europe is serious about recovering its voice and its place in the world, it needs to be strongly allied with countries who share its values and its vision for a stable, rules-based, peaceful world.”
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The Strange New Politics of AI. Plus. . .
It’s Thursday, September 17. This is The Front Page, your daily window into the world of The Free Press—and our take on the world at large. Today: Douglas Murray asks, why do we allow terrorists to die of old age? The American nonprofits backing Hamas. A conversation with Dara Horn and Coleman Hughes. And much more. But first: inside the unlikely coalition warning that AI may kill us all. Last week, an AI researcher named Jacob Coxon made headlines around the world after saying that he had resigned from Anthropic because he believes AI might cause human extinction—and his co-workers do, too. Unlike the rest of us, potentially, the story just won’t die. The Pro-Human Assembly, a conference held Tuesday in Washington, D.C., about the existential dangers of artificial intelligence, couldn’t have come at a better time—or with a more eclectic coalition. The Archbishop of San Francisco was there. So was Steve Bannon, screaming about the Chinese. Bernie Sanders did a quasi-dramatic reading of messages posted to an online forum by rogue AI agents. Ashley Judd paraphrased a graphic Andrea Dworkin quote for reasons that remain a mystery to me still. It was odd. People in the AI industry have talked openly about the possibility of this technology causing human extinction for years, but it hits differently in the wake of the Hugging Face incident. If you don’t know what that is, all the more reason to read my dispatch today. As the doomers see it, the best-case scenario is a future in which humans are basically kept as pets: well cared for, but with zero autonomy. The worst-case scenario, obviously, is the everyone dies thing. What should be done? I heard lots of ideas but no easy answers. There are currently zero federal regulations on AI, which is sort of strange even to think about. After all, we regulate microwaves, and the people running the microwave industry have never once refused to rule out the possibility that their products will end all human life on Earth. What I saw in D.C. left me even more convinced that you would be hard-pressed to find anyone who believes nothing should be done. You know, except for President Trump. — River Page River Page • Tech and Business [ The AI Doomers Have a Plan to Save Us. I Went to Find Out What It Is. ](https://www.thefp.com/p/the-ai-doomers-have-plan-save-bernie-sanders-bannon) Read story How Robert Kraft Made Macklemore a Martyr—and How to Better Fight Antisemitism On Monday, New England Patriots owner Robert Kraft and a group of other NFL owners banned Macklemore from performing at their stadiums after the rapper delivered a “Free Palestine” speech while opening for Ed Sheeran. Kraft cited the rapper’s “broader history of antisemitic rhetoric and imagery.” Once multiple venues refused to host shows with Macklemore on the lineup, the tour’s promoter officially dropped him. Today, Josh Kaplan says that the move was counterproductive, arguing that though well-intentioned, Kraft’s decision turned an irrelevant footnote into a martyr. “You cannot cancel people into liking you,” Josh writes. Read his column on what a better response to Macklemore would have looked like. Read [ Robert Kraft Made Macklemore a Martyr ](https://www.thefp.com/p/robert-kraft-made-macklemore-martyr-antisemitism-palestine) This raises the question: What actually works against antisemitism? On the latest episode of Conversations with Coleman, recorded in front of a live audience in New York, Dara Horn joins Coleman Hughes to talk about her new book The Final Solution to the Jewish Question. She argues that antisemitism is a script that has repeated itself across countries and ideologies, and that most people don’t understand that well enough to fight it. Don’t miss their conversation. Watch [ The Lie at the Center of Antisemitism, with Dara Horn ](https://www.thefp.com/p/the-lie-at-the-center-of-antisemitism-coleman-hughes-dana-horn) Listen now Douglas Murray • U.S. Politics [ Douglas Murray: The 9/11 Failure That Still Haunts America ](https://www.thefp.com/p/douglas-murray-911-failure-justice-terrorist-guantanamo-bay) Twenty-five years after the September 11 attacks, the men who planned them have still not faced trial. Khalid Sheikh Mohammed and most of the accused have been locked up in Guantanamo Bay since 2002. Judges have retired, and plea deals have collapsed. Today, Douglas Murray examines how this happened and argues that a justice system that allows terrorists to die of old age in an interminable pretrial process is one that has failed. Read his latest column on what that failure says about our unpreparedness for the era we are now living in. Read story The Editors • U.S. Politics [ When Nonprofits Support Terrorists ](https://www.thefp.com/p/when-nonprofits-support-terrorists) A newly declassified CIA brief from 1998 found that Osama bin Laden used nonprofit shell organizations—including U.S.-based Islamic groups—to fund his terror plots. Today, a similar story is unfolding as multiple organizations on American soil present themselves as nonprofits, taking advantage of tax-exempt status while seeking to advance the ideological mission of terrorist groups like Hamas. Read our editorial on the latest evidence of this dangerous trend—and why there’s no excuse for making the same mistake the CIA revealed 28 years ago. Read story Simon Sebag Montefiore and Bari Weiss Live in New York For decades, the Middle East has shaped American foreign policy and loomed large in the public consciousness. Few understand its influence on our politics better than Simon Sebag Montefiore, who argues that America’s quagmires in the Middle East stem from a deep misunderstanding of the region—on both the left and the right. Join him October 1 as he sits down with Bari Weiss live in New York City to kick off his U.S. book tour for The Cauldron: The Making of the Modern Middle East. Get Tickets Now MORE FROM THE FREE PRESS [ Sydney Sweeney’s Naked Truth ](https://www.thefp.com/p/sydney-sweeneys-naked-truth-caitlin-flanagan) Caitlin Flanagan Read story [ I Thought Ukraine Was Losing. Then I Was Almost Hit by a Russian Drone. ](https://www.thefp.com/p/elliot-ackerman-ukraine-drone-gas-station-train) Elliot Ackerman Read story [ The Dangerous Ideology Behind the AI Warnings ](https://www.thefp.com/p/dangerous-ideology-effective-altruism-artificial-intelligence) Shyam Sankar Read story [ Amanda Knox: Patrick Clancy Can’t Win ](https://www.thefp.com/p/amanda-knox-patrick-clancy-grief-internet-crime) Amanda Knox Read story THE NEWS The Federal Reserve raised interest rates by a quarter point, its first hike since 2023, signaling that another increase could follow as the central bank tries to bring inflation under control. President Donald Trump fired back by demanding that rates be cut sharply, though he stopped short of criticizing Fed Chair Kevin Warsh by name. The Houthis fired drones and missiles at Saudi Arabia on Wednesday, including a major oil port on the Red Sea, and Saudi jets struck back with air strikes across Yemen in an escalating front of the Middle East war. (For more on the Houthis, read Zineb Riboua’s column from earlier this week.) A sweeping Russia and Iran sanctions bill passed the House in a 262–159 vote and is now heading to Trump for his signature. Named after the late senator Lindsey Graham, the legislation would hit countries that purchase large volumes of Russian oil and gas with tariffs of up to 100 percent, and is aimed at cutting off revenue that funds Russia’s war in Ukraine. European Commission president Ursula von der Leyen proposed making Canada the European Union’s first-ever “associate member,” drawing a standing ovation from European lawmakers. The proposal, framed as a response to a world grown more hostile, faces an uncertain path as EU member states would have to approve it, and one diplomat said that “nobody really knows what it means.” The House voted unanimously to send billionaire Leon Black a criminal contempt referral after he defied a congressional subpoena to testify and hand over documents related to his connections to Jeffrey Epstein. Black chose to fight the subpoena in court rather than comply. Charlie Kirk’s family filed a wrongful death notice Wednesday against Utah Valley University, alleging that a series of security failures left him exposed to a rooftop sniper. The notice is a required legal step before the family can sue. Merriam-Webster added 1,400 words and definitions to its dictionary, including looksmaxxing, vibe coding, and cuffing season. The publisher said the new entries offer “a window into the world today.” The Free Press earns a commission from any purchases made through all book links in this article.
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The politics and possibilities of ‘AI could kill us all’
I found myself fielding a lot of questions from folks who don’t usually talk much about AI this week. They were mostly along the lines of “do you think AI is going to kill us all?” or “how worried should I be about this human extinction stuff?” Motivating this wave of existential anxiety was the highly dramatic resignation of now-former Anthropic employee Jacob Coxon, who quit his job while publicly sharing his concerns about safety practices at the leading AI companies. More specifically, he declared that almost everyone at OpenAI and Anthropic, the leading AI labs, believes that there’s a decent chance the AI systems they’re producing could “kill us all” by the end of the decade, and the companies aren’t “acting responsibly.” Other AI safety researchers, including those still employed at Anthropic and OpenAI, all confirmed that yes, Coxon is correct, they’re all worried that their company’s products might prove fatal for the entire human race as well. Two more AI employees quit and joined the chorus. Now, the warning shot has been covered everywhere from the Wall Street Journal to Fox News to WIRED to the Guardian. I understand why all this sounds scary, but my response to those who have asked, has generally been: No, you don’t need to worry that AI will kill go rogue and kill us all. But that does not mean we shouldn’t worry, period. Far from it. The companies building AI products are now among the wealthiest and most powerful entities in the world. And they very much are building enormous engines of mass surveillance, extraction, and automation. They can and have allowed their AI systems to carry out felony hacks of other companies, provided the government with autonomously generated kill lists, and sold enterprise technology to firms around the world that is explicitly intended to replace jobs. But “AI” has done these things not because they have all-powerful minds of their own but, ultimately, because people have programmed, calibrated, and directed them to. In other words, it’s not AI we need to worry the most about. It’s the people and corporations working to profit from and gain power by deploying it. The technology is sophisticated, sure, and, especially in cybersecurity contexts, potentially disruptive to plenty of existing systems. But if we want to stop this predatory, profiteering, and extractive form of AI—and it’s worth noting that at this point, most people do—we absolutely can. A quick note/plea: I can only do all of this with the support of readers like you, so if you find value in independent, critical tech journalism and analysis, please consider becoming a paid subscriber. I want to keep as much of this un-paywalled as absolutely possible, and I need your support to do so. Many thanks to all who continue to chip in, it’s very much appreciated. Onward. Subscribe First, some context: AI industry folks like Coxon have been discussing the prospect that AI will destroy humanity for years. Even before the beginning of the AI boom, many working in the industry, from the executive staff to the rank and file researchers, have obsessed over ‘x-risk’, or the possibility that AI will become sentient or semi-sentient and move one way or another to exterminate humanity. This is ostensibly why Elon Musk bankrolled OpenAI in the first place, and is the grounds for his lawsuit alleging OpenAI betrayed its charter by abandoning its nonprofit status to become a commercial enterprise. Many AI engineers and startup founders have calculated their own personal p(doom), or the probability that the tech product they are working on will initiate an actual humanity-extinguishing apocalypse. 10-25% p(doom)s are pretty common. (I wrote about a long weekend I spent among these folks at one of their top conferences here, to give you an idea of their ideas and belief systems.) Sam Altman himself drove the narrative of the imminent rise of a super-powerful AI, or artificial general intelligence, to prominence by declaring that the technology he was building posed an existential risk to humanity. This idea is in other words baked into the DNA of modern AI companies and into the products they engineer. It’s also why the industry is routinely accused, by myself and others, of “doom marketing,” ie, using such proclamations and framings to impart the sheer power of the technology behind your product onto investors, partners, consumers, and the state. Some ambient understanding of this tendency may have helped prevent the press from repeating the claim every time one of the x-risk folks made it over the years, including when they quit their jobs at AI companies while doing so. Yet Coxon’s AI x-risk alarm has broken containment, as they say, and has exposed the idea to the mainstream media once again. This has happened, I think, for a number of reasons. First, when AI CEOs were going around saying AI might kill everyone in 2023, their companies were well-capitalized, but not nearly to the extent they are today. They were more easily dismissed as eccentric geeks of the sort that Silicon Valley is supposed to produce. Now, not only do their products have much greater market saturation, but people are more aware of a) the often unethical ways the executives and companies comport themselves b) the other adverse impacts of AI that have already arrived, and c) the physical cost of building these systems, particularly when it comes to data centers. Finally, toss in the constant stream of headlines in 2026 about AI models going rogue or potentially upending the world’s infrastructure. [ ](https://www.bloodinthemachine.com/p/with-the-backlash-to-data-centers) [ With the backlash to data centers, Flock and AI glasses, a mass opposition to big tech is underway. Silicon Valley is in denial. ](https://www.bloodinthemachine.com/p/with-the-backlash-to-data-centers) Brian Merchant · Aug 27 [ Read full story ](https://www.bloodinthemachine.com/p/with-the-backlash-to-data-centers) As a result, general sentiment was already overwhelmingly skeptical of AI and its overlords, so the table was pretty well set for someone to come along and say ‘just a reminder, the companies that are building the product that promises to take your job and leave a data center in your neighborhood also think that it might exterminate the human race’ and get a strong reaction from the media and the public. The question is: Should we understand this stuff as hype, strategically fanned to feed already swelling valuations? Is it doom marketing? Genuine cause for alarm that the infrastructure that undergirds modern life is facing a novel threat vector? Or reason to be sincerely worried that AI companies are amassing too much power, and that their products are genuinely dangerous? The answer, I’m afraid, is “yes.” Let me try to untangle all of this a bit, because arguments over how to navigate this moment are extremely heated right now, as they are essentially arguments over how to approach the politics of AI at a moment where there may be a unique opening for action. Those sympathetic to AI alignment concerns and x risk arguments—which increasingly includes a faction on the left who want to shut down AI over safety concerns—argue that people who dismiss AI as all hype have their heads in the sand. Meanwhile, critics of the x-risk narrative—which I might note includes a cadre of investors and tech folks on the right, too—argue that it is hype and can be used to further inflate valuations or for pursuing regulatory capture. The challenge is that many feel that dismissing AI as just hype or purely marketing also diminishes the urgency of taking on the AI industry as the novel and threat to labor, civil society, and the public sphere it is; others that by accepting the industry’s own terms, we imbue it with undue power and enable it. But let’s be clear: Declarations that AI is so powerful it might end the world are a kind of marketing, and anyone who says otherwise is just as off base as those who say that’s all that it is. If you don’t think that these sub-trillion dollar companies have higher-ups who noticed that when their founders talked about super-powerful dangerous AI they got spikes in media interest and phone calls from investors, or that those founders didn’t notice that themselves, and lean into certain narratives to advantage their products, then I don’t know what to tell you. Not all marketing is a Pepsi ad campaign with a celebrity spokesperson. Yet confronting the AI industry should certainly be considered an urgent project. Do I share the x-riskers’ fear that out-of-control, super-intelligent AI agents might end the world? I do not. I’ve read a good deal of AI extinction literature over the last couple of years and I have not come across a credible, step-by-step documentation of how exactly AI might move from self-recursively improving AI to killing every single human on the planet. Most of what I’ve read seems predicated on a sort of reverse Ian Malcolmian logic: Eventually, it becomes smart enough and AI, uh, finds a way (to exterminate humanity). Are the AI companies also overstating and dramatizing what their products can do? Yes, pretty much all the time. They’re in a knife fight for market share and are trying to win customers and government contracts before their investors come knocking. And yet. They have concentrated enormous amounts of compute, have extensive data collection and surveillance capacities, have inserted themselves into the state in numerous capacities, including military kill chains, and they are being run by egomaniacal billionaires who are rushing to monopolize an entire new market. The way I think about their most recent frightening-seeming exploits is not as a “swarm of rogue AI agents building a new civilization” or whatever, but as corporations with a hitherto-unimaginable amount of compute at their disposal recklessly experimenting with automation programs, completely unafraid of any repercussions because we have been unwilling or unable to impose any on them. So I think we should welcome any newfound imperative to hold them accountable. I also think that ultimately, the AI critics, Pause AI folks, leftists, doomers, effective altruists, and, honestly, most of the public, want a lot of the same things: legitimate checks and limits on AI companies’ power, actual transparency into what the companies are doing, and for more of AI to be under public control. (Ultimately, a lot of what animates the x-risk fears are rooted in just that: a fear of losing control.) How we move towards all this, exactly, is the question of the day, and while there’s much to be argued over in terms of building a viable political platform to challenge the AI industry’s power, I do want to cast a vote against one particular approach. Not to pick on Chris here, as there are a lot of folks out there proposing stuff like this, and the policy ideas actually stem from AI safety groups. But not only would this be challenging to land politically (I can already hear the ‘China will beat us to AGI’ calls) and all but unworkable in practice, this approach is a) far too limiting, b) fails to address the current harms caused by AI and c) would likely only wind up serving Anthropic and OpenAI; it’s what regulatory capture looks like in action. Full model transparency is the floor for what should be on offer here. If these companies believe their products will kill us, the very least we deserve is to know how. It’s in the public interest. I would also argue we might get a lot of the way to stopping any currently envisioned robot apocalypse simply by forcing AI companies to assume liability, and to submit to the full brunt of the law. If Sam Altman were liable to be charged with a felony for approving the hack on Hugging Face1, if Google was forced to pay defamation fines each time it published a false and injurious AI Overviews, these companies might suddenly find cause to restrain their models’ output, and we might hear less about rogue AI. We would need to introduce new frameworks and available tools for tracking automated lawbreaking, to be sure, but I’d wager that little would frighten the AI companies more than actually being held accountable for what their products enable. To that end, Illinois has passed an AI liability law, which the industry fought tooth and nail, and Florida is considering one. The next steps would be towards moving AI under public control; again, it’s only reasonable, since everyone, not just AI insiders, should get a say over how a technology whose developers say might kill us is developed and deployed. Dismantling the whole industrial project as currently structured should be on the table, too, pending democratic input. But that’s for another post. For now, suffice to say that while I won’t be losing any sleep about an AI-enabled extinction event, Mr. Coxon and co. have given us an opportunity to underscore the urgency of the clear and present damage AI companies are doing, the extreme power they wield and the extent to which they hold themselves unaccountable, and the abundance of political capital there is out there for taking them on. Subscribe 1 Purely speculative! I do not know if he did or not.
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Jessica Pegula has spoken up about the rise of influencers at the US Open . She says there should be a clear line between promoting tennis and disrupting the matches . The world No. 3 talked with Front Office Sports about the bigger role influencers and content creators now play at the tournament. Pegula said they can help the sport. However, she […] The post US Open news: Jessica Pegula calls out influencers appeared first on ClutchPoints.
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The Fierce Battle For Kids’ Eyeballs...Plus Two “Devils” Face Off
(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.) During the week of this report, Spider-Man: Brand New Day hit theaters and went on to become one of the biggest films of all time. So, you know what that means! It’s time for a poll! Recently, Project Hail Mary came to Prime Video and became a top five film for them, but didn’t smash streaming records, a feat I cautiously thought it could accomplish. Can Spider-Man 4 do better? To set the stakes, some of the biggest films of all time do just okay on streaming. Wicked, Top Gun: Maverick, and Barbie come to mind... But unlike those films, Spider-Man: Brand New Day is a Sony film which means it’s headed to Netflix, the world’s largest streamer. Now, per friend of the newsletter and my go-to Netflix expert, Kasey Moore of What’s on Netflix, Sony films usually appear on Netflix 120 days after they premiere, which means Spidey 4 would land on Netflix on, checks notes, 28-November, one of the two biggest streaming weekends of the year! But Sony occasionally delays its biggest hits for a bit longer, to give them more time to make money on PVOD, so Spider-Man: Brand New Day might not swing onto Netflix until late December or even February 2027. Loading... Okay, on to this week’s issue. Since The Super Mario Galaxy Movie made its way to Peacock, I’m looking at the true workhorse of streaming viewership: kids films. And the surprising film that bested most Netflix animated movies. All that, plus Hulu has a new show that might be a hit (for them…?), two “Devils” square off on streaming, Zendaya tries to find some streaming magic, Netflix’s I Will Find You continues to do well, House of the Dragon tries to break into the season three top ten, some big NBC sports and summer programs, what friendly neighborhood Spider-Man character actually generates the most viewership on streaming, all the flops, bombs and misses, and a whole lot more. Let’s dive right in! (Reminder: The streaming ratings report focuses on the U.S. market and compiles data from Nielsen’s weekly top ten viewership ranks, Luminate’s Top Ten Data, JustWatch and Reelgood interest data, Samba TV household viewership, company datecdotes, Netflix hours viewed data, Google Trends, and IMDb to determine the most popular content. While most data points are current, Nielsen’s data covers the weeks of July 27th to August 2nd, 2026. You can find a link to my terminology here.) Subscribe Film - As The Super Mario Galaxy Movie Hits Peacock, How Have Kids Films Fared in 2026? Like Mario hopping on a Koopa, The Super Mario Galaxy Movie landed on Peacock on 30-July. (Yeah, I kinda forced that Mario reference.) How did it do? Great, just like the first film. It got 13.0 million hours on its opening, and that’s good enough to take second place among Peacock films on the Nielsen charts all time: As I mention all the time, Peacock just isn’t the world’s biggest streamer—in fact, nowhere close—so its films struggle to put up numbers like Netflix (or even Prime Video and Disney+). So this is a solid debut for that streamer. And as we saw last time, The Super Mario Bros. Movie had a HUGE second life on Netflix when it moved streamers. This chart doesn’t even show how long the first Mario lasted on Netflix: a whopping, KPop-esque 31 weeks. For NBCUniversal, though, the big win was the second Mario movie grossing $429 million in America and over $1 billion globally. But yeah, to add a very strong streaming performance only makes its success even greater. Illumination pretty clearly has another hit franchise on their hands. This is a good time, though, to check in on kids films so far in 2026. We’ve had a few big, big titles, a rare Netflix success, and some disappointments. Let’s start with the top animated films since November of 2025, over their first four weeks on the charts, along with a few of the “best all time” animated films: (As a reminder, if a film doesn’t make the Nielsen top ten lists, I don’t have data for it, so it gets a “zero” in terms of viewership. Now, it had some viewership, but I don’t know what it is, so it gets a zero.) I added a few titles to get an idea of what the best of the best looks like in terms of animation. And you can see, through four weeks, Zootopia 2 can now claim “one of the biggest streaming films of all time” titles. GOAT too did surprisingly well, besting Netflix’s biggest films (Swapped and In Your Dreams) through four weeks. When I’ve talked about how films can have varying performances on streaming compared to their box office, this is what I mean. Goat just managed to gross even $103 million at the box office—so it’s popular, but just barely—but did very well on streaming. Of course, what set Encanto and KPop Demon Hunters apart from the rest was their absolutely insane longevity. Here are the kids film charts through eight weeks to show that: And really KPop Demon Hunters just kept going, and no 2025 or 2026 kids films have had that sort of longevity. I can’t wait to see the sequel in theaters. Film - Two Devils and a Drama As I wrote last week, in the past, theatrical-first film flops weren’t eligible for “Miss of the Week” or “Miss of the Year” honors/dishonors, but since so many more films go to theaters first these days, I’ve made them eligible now! But it’s complicated. You see, this is a Streaming Ratings Report, emphasis on streaming, which makes analyzing this week’s two biggest streaming misses—The Drama on HBO Max (A24’s dramedy starring Zendaya and Robert Pattinson) and Prime Video’s The Devil Mouth (a killer shark movie starring young attractive people)—somewhat tricky. The Drama isn’t eligible for Luminate, but The Devil’s Mouth only had 1.5 million hours in its first week: The Devil’s Mouth notched 5.2 million hours according to Nielsen. Meanwhile, The Drama missed the charts entirely. Not great! But Prime Video is a much bigger streamer than HBO Max. That said, HBO Max titles are on Prime Video, but I think Prime Video prioritizes their original/exclusive titles, which helps boost their viewership. Complicating this further, The Drama made $48 million in the US—while A24 sells foreign distribution; the $57 million of overseas grosses helps A24 sell overseas rights for money in the future—off of a $28 million budget (which seems low for Zendaya and Pattinson, so they might have backend). The Devil’s Mouth, though, had zero dollars at the box office. The other stats for The Devil’s Mouth are bleak, and by “bleak”, I mean horrendous: a 4.7 on 15K reviews on IMDb (yikes) and a 46 on Metacritic (double yikes). The Drama, though buzzy online, only has a solid (but far from elite) 7.1 IMDb score on 121K reviews and a 59 on Metacritic (which is far, far lower than I’d have guessed). So which film is the “Miss of the Week”? I’m giving it to The Devil’s Mouth for one simple reason: it’s a horror film. And almost all horror films, even poorly reviewed horror films, should get a shot in theaters to at least try to recoup some of their budgets. The Drama made money at the box office and The Devil’s Mouth didn’t. It’s just like the situation last issue with Obsession and Masters of the Universe. Sure, Obsession didn’t pop on the streaming charts, but at least it already made it money at the box office. And as we’ve been seeing for years now and we’ll see all fall, theatrical films just do better on streaming. After all, the big “devil” winner this week was actually The Devil Wears Prada 2 with 14.8 million hours according to Nielsen. That’s right, The Devil Wears Prada 2—one of the box office success stories of May—came to streaming and parlayed its $220 million box office into 14.8 million Nielsen hours. Disney also put out a datecdote that it had 15.2 million “views” globally in five days, but again we don’t have a lot of great context for what that means. Here’s how it stacks up to other Hulu films, since I’m categorizing this mainly as a Hulu title (though it was also on Disney+): Share Quick Notes on Film 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… Whether Hulu has a new hit show on its hands... The top first and third seasons of all time and which shows are climbing those charts… What version of Spidey is the most popular... What sport and TV show are performing better on NBC than the NBA... All the flops, bombs and misses... ...please subscribe! We can only keep doing this great work with your support. Coming Soon! Next week, wow, things stay so busy. One of streaming’s biggest shows of all time, Ted Lasso, returns along with new YA-ish shows from Hulu (The Shards, from Ryan Murphy) and Prime Video (Sterling Point). The Challenge moves to Paramount+, plus My Life with the Walter Boys returns to Netflix and Futurama returns to Hulu. And Netflix has a new horror film, The Last House. Lots to talk about! All month, things stay busy. We’re talking Reacher on Prime Video! Outer Banks and Tires on Netflix! Lanterns on HBO Max! UFC 330 on Paramount+ and the MLB Field of Dreams game on Netflix. And a ton of smaller films come to streaming. Long term, the VMAs are back on 27-Sep! I feel like I haven’t heard much about this show in past years, but I’m seeing more news coverage and buzz for this show than in past years. I’m curious to see how it does.
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