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Photos: Spain and France's battle record wildfires
Hundreds of thousands of people have been forced from their homes as powerful wildfires sweep across Spain and France, revealing the growing scale of a climate crisis already reshaping the continent.
5 Reasons to Buy a MacBook Air Now Instead of Waiting
Apple's next MacBook Air is several months away, but if you've been holding off on an upgrade, here's why now could actually be a good time to buy. The Current Air is the Best Value Mid-Tier Mac The M5 MacBook Air starts at $1,299 following Apple's recent $200 price hike, but Amazon is already knocking $100 off, bringing it down to $1,199.
Waffle House looking to move forward with Prairieville project
Restaurant chain Waffle House has filed for a new construction permit to begin work on the company’s first Prairieville location. According to the permit, the building will comprise 1,840 square … Already an INSIDER? Sign in. Already an INSIDER? Sign in
Google Pixel 11 leak details battery sizes & where some prices will technically drop
As if we’ve not seen enough already, yet another leak is reiterating some Pixel 11 details, including the higher starting...
SEC Hot Seat Watch 2026
The SEC enters 2026 with six new head coaches after last year’s carousel turned into a Game of Thrones episode, sending Auburn, Florida, Arkansas, Ole Miss, Kentucky, and LSU to the Indeed portal to make new hires. That churn means most of the pressure this season falls on a smaller group of holdovers who’ve already […]
In the Lindsay Clancy trial, mental health treatment is also on the stand
It already worked against Latarsha Sanders, the Brockton mother found guilty of killing her two youngest children.
The outrages mount
My kindly and forgiving editors understand that, from time to time, I can’t help myself from leaping atop my rickety soapbox to vent. And, like many other political commentators have already done, I could easily fill this entire missive with page after page commenting on a certain insecure and increasingly tottering orange-hued president who seems […]
UFC star Conor McGregor announces his final fight for 2027
Conor McGregor's latest comeback barely lasted a minute, but he already has a date circled for one more run.
Health experts: State's high vaccination rate is keeping spread of measles in check
Just seven months into the year, confirmed measles cases Maryland are already four times higher that they were for all of last year, but health officials say the situation could be much worse if the state did not maintain a relatively high measles vaccination rate.
OpenAI is already building the org chart of a mature ad business
Two job postings on its careers page suggest OpenAI wants third parties, not just its own sellers, to sell its inventory.
49ers star gives glowing early scouting report on rookie defender
The San Francisco 49ers have begun their training camp at the SAP Performance Facility, and Nick Bosa had been impressed with a rookie already.
49ers “baller” De’Zhaun Stribling already turning heads in camp
49ers qb brock purdy and wr striblingMultiple teams heading into the 2026 NFL Draft felt like De’Zhaun Stribling was the best wide receiver in the draft. The Los Angeles Rams...
BMAC LIVE Accelerator Program Year Three Builds on Momentum, Empowering the Future of Live Entertainment Leaders
The Black Music Action Coalition (BMAC), in partnership with Live Nation, welcomed its third cohort to the BMAC LIVE Accelerator Program, building on two successful years that have already supported 40 emerging music business professionals with direct access to careers in live music. Meet this year’s cohort: Tobi Bello, Zharia…
Galaxy Z Fold 8 in ‘Pistachio’ already appears to be selling out
Samsung's best version of the Galaxy Z Fold 8, the "Pistachio" color, already appears to be selling out on its website.
Pokémon’s E3 1998 Reveal Is Wild To Watch Nearly 30 Years Later
The series was already a hit in Japan, but Nintendo still had to convince Americans
Louisiana leads the nation in construction job growth
Louisiana posted the nation’s highest construction employment growth rate over the past year, with employment rising 7.7% between June 2025 and June 2026. That’s according to a new analysis of … Already an INSIDER? Sign in. Already an INSIDER? Sign in
⛳️ Y! Sports AM: The future is now
Jackson Koivun, the most hyped rookie in a generation, is already a PGA Tour champion.
PlayStation Plus August 2026 Free Game Revealed Early
In case you missed it, Sony has already confirmed a PS Plus Essential August 2026 game for the PS5. Here's all you need to know.
He Sold His HVAC Business and Trucks in One Year. Two Years Later, Medicare Billed Him Like a Millionaire.
An HVAC contractor sold his business, paid his taxes, and booked a trip to Portugal. Two years later, Medicare sent him a premium notice sized for someone still running a seven-figure operation, and the clock to fight it was already running.
Healthcare costs have more than doubled for many farmers this year, on top of soaring expenses
When Congress allowed Affordable Care Act tax credits to lapse, healthcare premiums spiked for millions of Americans — especially self-employed farmers and ranchers. That added cost is multiplying the stress on their already stretched balance sheets.
Nick Woltemade told he's free to leave Newcastle on loan
Newcastle United are planning to send Nick Woltemade out on loan for the 2026/27 season, according to The Athletic.The Premier League club have already informed the German forward of their decision, w...
Dovbyk yet to give his OK for Bologna transfer
Artem Dovbyk will leave Roma, despite taking part in yesterday’s friendly draw against Cannes, where Gasperini’s team drew 3-3. The Ukrainian striker was already in Bologna’s sights during the w...
What England's local councils tell us about fragmenting politics
Even the most ardent advocate for local democracy would concede that council chambers are not always the most exciting places. Subscribe Whether it’s planning meetings, motions or resolutions, you’d be forgiven for switching off. Unless it’s lockdown and we’re talking about standing orders, of course. Remember Jackie Weaver, who infamously “had no authority here” at a chaotic parish council Zoom call in 2021? Yet, as a general rule since then, council meetings rarely make the headlines beyond local papers and news websites. Reform’s success After Reform’s stunning success at the local elections in May though, the leader of the party’s group on Kirklees Council suddenly found she’d gone viral online for admitting that she didn’t actually understand council procedures. “I don’t understand the constitution”, Councillor Sarah Wood, pictured above, told the council chamber. “I have not had sufficient time to read that as yet. I don’t understand what standing orders are, what they’re made up of, nor do I understand what an amendment is.” Share Channel 4 News Councillor Wood later defended her comments to the BBC, and said that “new councillors and not just us, are coming from jobs”. She claimed that the sharing of the clip mocking her online was an example of “Reform-bashing”. She added: “Yes, we need to know procedures. Yes we need to do the homework. And we have addressed that now and we have put that right.” So, with standing orders getting another moment in the spotlight, not to mention the fracturing and fragmentation from May’s results, we set out to find out how new councillors are doing across England in this new political landscape. New political landscape Where better to start then than Kirklees, in West Yorkshire. Reform is the largest party, the council is under no overall control and has chosen a new leader - Sarah Wood - after two failed attempts to elect one. It is difficult to secure interviews with new Reform councillors, but John Hardie, pictured below, told us it’s been a “whirlwind” since being elected in May. He represents the Dalton ward and told us the party’s lack of political experience hasn’t been a hindrance. “We’ve come with lots of experience, lots of business experience and life experience, and it’s been good, actually, too. And to mix with other councillors who have been in the political world, and we can learn from each other.” Indeed, more parties are now having a say than ever before. In Manchester, the Green Party followed up their victory in the parliamentary by-election in Gorton and Denton by gaining 17 seats on the city council. That makes them the official opposition to Labour, who have long dominated Manchester City Council. [ ](https://channel4news.substack.com/p/how-landmark-green-by-election-win) [ How landmark Green by-election win could change British politics ](https://channel4news.substack.com/p/how-landmark-green-by-election-win) Krishnan Guru-Murthy · Feb 27 [ Read full story ](https://channel4news.substack.com/p/how-landmark-green-by-election-win) Thirza Amina Asanga-Rae, pictured below, is one of those new councillors, representing Moss Side. We asked her how being the official opposition can make a difference. She said: “I think even the fact that we’ve made history in what we’ve done, it’s been a 50-year stronghold of Labour in Manchester, and now that we’ve broken that and chipped in that, there’s real hope that we can not only run the council in the future, but currently hold them to account. So, I think that’s powerful. It’s just going to help shape and build what I call the green wave.” The reality, though, is that several newly elected councillors across the country have already left their roles through resignations, suspensions or defections. ‘It’s a slog’ Asanga-Rae adds: “It’s a job, it’s a slog. Obviously, we’re going through hard times. Austerity is real. We’re talking about food, child poverty, furniture poverty. The list is endless, and I think people who come into a councillor role need to be willing to help, really roll the sleeves up and get involved and help, and I think a lot of the career politicians, who think it’s the ‘la-di-da’ position, get in and realise I’m not going to do this work and bounce.” Share Although Manchester still has a clear majority, many councils, including Kirklees, are now under no overall control. That is perhaps the strongest sign of the political fragmentation we are seeing. Burnley is another example of this. Reform is now the largest party, yet they’re not part of the power-sharing coalition on this council - the Liberal Democrats and a local group of independents. Zulkernehn Hayat, pictured below, is part of The Independent Group. He represents Queensgate ward and told us all councils can benefit from having more independent councillors. ‘This is where I was brought up’ He said: “This is my home. This is Burnley. This is where I was brought up. Why do I need to get approval from somebody in a head office down south somewhere, you know? “This is my biggest argument. If okay, my neighbour comes to me with an issue, I can then take that straight to the council, because I don’t need to get approval from anywhere else. And this is the benefit of being independent.” So, while voters will always inevitably want quick results, perhaps spare a thought for the newly-elected councillors who are still navigating local government - one standing order at a time. 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Dodgers Trade Acquisition Dominant Through 2 Triple-A Outings
The Los Angeles Dodgers traded for right-handed reliever Seth Halvorsen last week, and he is already impressing in Triple-A.
Lakers held a mini-camp this month in Las Vegas
The Lakers have reportedly already begun the process of building chemistry among their new players.
Alabama already stacking blue-chip commits in 2028 cycle
The third season of the Kalen DeBoer era in Tuscaloosa is almost underway and conversations about Alabama football remain as heated as ever. After signing a pair of top-six recruiting classes in each of his first two cycles, DeBoer and his staff are far from the top of the Rivals Industry Team Recruiting Rankings in […]
Sony promoting vinyl player enrages critics opposing end of physical PS5 game discs
Sony plans to reduce PS5 disc production in 2028, but still manufactures vinyl record players. A social media post about a turntable irked gamers already upset over the decision. They claim that, like with music, demand for the physical game format will continue for the foreseeable future.
'Apple Upgrade' Program Launching on Tuesday
In his Power On newsletter today, Bloomberg's Mark Gurman reiterated that a new "Apple Upgrade" program is set to launch in the U.S. on Tuesday, July 28. Apple will stop accepting iPhone Upgrade Program sign-ups on the same day, but he said customers who are already enrolled will be able to remain in the program "for the time being". Apple is partnering with buy-now, pay-later company Klarna on the program, he said.
Medications Already in Pharmacies May Slow Aging, And Scientists Are Narrowing Them Down
But which ones?
Eagles’ young defensive depth shows Howie Roseman’s long-term plan
The next iteration of Vic Fangio's defense is already taking shape, and it extends well beyond the Eagles' projected starters.
Fran González close to Sevilla move
Real Madrid goalkeeper Fran González is closing in on a move to Sevilla, according to Ramón Álvarez de Mon. The 20-year-old is regarded as one of the brightest goalkeeping prospects to come through La Fábrica in recent years and has already made his senior debut for Real Madrid. With Thibaut Courtois firmly established as the […]
Sky: Manchester City "verbally indicate" willingness to bid for Diomande
According to Sky Sports, Manchester City have verbally indicated their willingness to bid for RB Leipzig’s Yan Diomande. The Bundesliga club have already rejected €100m offers from Liverpool and R...
Week in Politics: Iran War; Trump attends solemn ritual; nuclear deal with Saudi Arabia
The Trump administration is seeking tens of billions of dollars in supplemental appropriations for the Iran War, a war which the president and allies have repeatedly claimed is already won.
Andy Burnham and the rise of ‘aura farming’ in politics
Is “aura farming” the new political superpower? There are some days in TV news when you find yourself standing in the middle of a farm, surrounded by baby goats, trying to explain internet slang. Subscribe This was one of those days. There I was, in wellies, trying to unpack aura farming - a Gen Z term for carefully cultivating your image online so that you look effortlessly cool, authentic and charismatic. The trick, apparently, is that it can’t look like you’re trying too hard. Which, I’ll admit, felt slightly ironic as we filmed an entire report on a farm purely because the word farming is in the title. ‘Shaped by algorithms’ Whether you like it or not, politics increasingly feels like it’s being shaped by algorithms as much as manifestos. Take Andy Burnham. Since arriving at Number 10, he’s been impossible to miss online. One minute he’s out for a casual jog with Mo Farah. Next he’s announcing policy alongside TikTok high priestess Bus Aunty. His social media paints a very deliberate picture: less polished Westminster operator, more bloke from the North who just happens to be running the country. It’s not accidental. Burnham’s “King of the North”, New Order-loving persona has become part of a carefully constructed political brand. Authenticity is now something politicians work incredibly hard to make look effortless. But Burnham isn’t inventing this playbook. Like so many of us doomscrolling on an evening, he’s been influenced online. The digital strategy of New York Mayor Zohran Mamdani, pictured above right, has become a case study in viral political communication, and some of the people behind that campaign have recently been advising the Labour Party in Britain. Their message is simple: if you want to reach younger voters, you need to show up where they already spend their time. Embracing content creators And increasingly, that doesn’t mean traditional news interviews (awkward). It means speaking to content creators like Max from The Career Ladder, whose channels reach around 20 million followers worldwide. His interview with Burnham, pictured below, was posted almost immediately after he became Prime Minister. What struck me wasn’t just the audience size, but something Max told me afterwards: many people in the comments said they’d discovered Britain had a new Prime Minister through his interview. Think about that for a moment. Not through rolling news. Not through newspapers. Through a creator they were already following while scrolling. Share That’s a profound shift in how political information reaches people, one that’s been gathering momentum for some time. It also explains why politicians are embracing content creators and spending millions on digital marketing. Of course, this isn’t unique to one party. ‘Personality before policy’ In many ways, the right were quicker off the mark in building their aura online. Donald Trump built much of his political identity on social media. Nigel Farage remains one of Britain’s strongest political performers on TikTok. Politicians across the spectrum now understand that personality often reaches people before policy does. During a six-week UK general election campaign alone, overall digital ad spending routinely tops £11m. Share Channel 4 News Former Number 10 social media adviser Andrew Wong put it well when he told me that “vibes” can help someone get noticed, but they only work if they’re rooted in a genuine personality. Force it, and audiences spot it instantly. The bigger question is whether internet charisma can backfire on you - especially when you’re Prime Minister. Because behind Burnham’s carefully curated videos is a veteran politician with decades of Westminster experience. The spontaneity is produced. While the authenticity may be genuine, it’s managed. That’s not necessarily a criticism. It’s simply the reality of modern political communication. Aura farming alone is not enough to harvest change. But in the age of algorithms, winning attention may be the first battle. Subscribe Share Channel 4 News Leave a comment
Good Sports: Basketball twins draw Division I attention before starting high school
Fraternal twins Iman and Jihan Qamhiyeh have their sights set on playing basketball at the highest level, and their talent is already attracting attention from college programs before they begin high school.
IRONMAN 70.3 Boise race weekend underway with adaptive sports camp, pro athlete panel
IRONMAN 70.3 has arrived in Boise, and the activities have already begun ahead of Saturday's race.The Challenged Athletes Foundation (CAF) and IRONMAN partnered
Pixel 11 price hikes look confirmed, as Google exec warns Pixel 10a could be next
An interview with a Google exec appears to confirm what retail leaks already teased: The Pixel 11 will cost more than the Pixel 10.
Paramount agrees to months-long delay of Warner Bros. merger
The concession comes as Paramount Skydance was already facing the prospect of a lengthy moratorium. The latest delay could extend into next summer.
KV the Apostate: Faith-Based Computing Versus the Unnatural Science
If we use LLMs poorly—as so many people already are we will generate megabytes of utter garbage (a.k.a. AI slop, already the bane of many open source projects).
There are already more U.S. measles cases this year than in all of 2025
This year has easily become the U.S.’s worst year for measles since 1991, as major outbreaks in South Carolina, Utah and Arizona have sickened hundreds and smaller clusters of cases sparked in other states.
Goodbye neck pillows: We tried Emirates' game-changing new headrest
Emirates' A350 economy cabin already included a handful of premium features, but the new U-Dream headrest is the best yet.
NRL Advances the Navy’s Quantum Future as America Accelerates Quantum
As a recent Executive Order declares, “the United States stands at the cusp of a quantum revolution.” At the U.S. Naval Research Laboratory (NRL) that future is already taking shape as
What adding Riq Woolen means for an already elite Vic Fangio defense
By adding Riq Woolen into the mix, the Eagles have a uniquely talented and versatile cornerback trio — potentially the best in franchise history.
iPhone Driver's Licenses May Soon Expand to New State
Driver's licenses and IDs may soon be available in Apple Wallet for iPhone and Apple Watch users who live in Utah. MacRumors discovered signs of a Utah ID in Apple's backend, suggesting Apple is moving forward on implementing support. Utah already offers a mobile driver's license option through a standalone app, but there is no Apple Wallet integration.
North Star announces new partnership
North Star Health Alliance has announced plans to partner with a group that already operates hospitals in St. Lawrence County.
Wisconsin absentee voters seek court ruling allowing them to cast new ballots
Three voters supported by the Wisconsin Democratic Party have filed a lawsuit against the state elections commission, seeking a ruling that would allow for voters who have already returned their absentee ballots to void those and request a new one
Colorado’s primary proved in this political climate money doesn’t buy electoral happiness
To catch you up, campaign committees from this 2026 election cycle already collected and shoveled out a lot of cash: $102.64 million. That’s contributions in all forms — dollars, in kind, loans, etc. — from December 2024 to now. Total expenditures just for advertising amount to $32.94 million. More to come for the general election. […]
Democrats seize on AI data center backlash that's dividing rural Republicans
The fast growth of massive data centers has already upended races for local offices across the country, often uniting conservatives and liberals.
Xbox's new backwards-compatible games on PC are "already Xbox 360 games" — and that changes everything about what's next
Xbox games are great, but the Xbox 360's library is what really gets me excited.
Reduced rail service hitting trade, businesses warn
Business leaders say Sheffield to London train services are "critical", with trade already affected.
Watch an orca ram into a sunfish so hard it explodes
This strategy expands orcas’ already broad repertoire for dispatching different types of prey.
'Street justice’: Maryland’s Squatter King removal business fills area divide
When property owners call Sanchez Deandre Lewis, they are often already locked out.The Maryland contractor, known as “Mikey,” says unauthorized occupants have h
Baton Rouge casinos hit a June swoon
Casino revenue declined across Louisiana's four gaming markets in June, including a 7.4% drop in Baton Rouge, according to the latest figures. The Capital Region's three casinos generated a combine… Already an INSIDER? Sign in. Already an INSIDER? Sign in
Angry Mobs Are Attacking Health Workers in Congo. It Will Only Make the Ebola Outbreak Worse
There have been dozens of attacks of health care providers amid an ongoing Ebola crisis in Congo. It’s expected to increase the death rate in what’s already one of the fastest-growing outbreaks.
Opinion | AI makes it easier to deny reality. Michigan politics are already suffering
Being caught on tape no longer ruins political careers — and policymakers, courts and media companies must act quickly to ensure accountability remains.
Then vs. Now: Bo Jackson vs. J.K. Dobbins
Jackson is already really reminding me of J.K. Dobbins
New Report Examines How States Can Protect Pregnant/Postpartum Enrollees from Losing Health Coverage Due to Work Reporting Requirements (And Why We Should Still Be Worried)
As awareness has grown about the new Medicaid work reporting requirements (WRRs) that have already been put in place in some states but are mandated to begin January 1 of next year, it has created layers of confusion about who will be required to report work hours. Our new report on pregnant women and WRRs […]
Does the science of peptides live up to the hype?
Synthetic peptides are getting some serious hype, from fitness influencers on your FYP to people seeking new options for chronic conditions. And while the human body already makes peptides, like insulin and the hormone oxytocin, most of the viral synthetic peptides are not approved by the Food and Drug Administration. Scientists say that raises some big concerns about safety and efficacy. So ahead of this week’s FDA meeting to discuss seven commonly used peptides, we get into the science with health reporter Sarah Boden.Interested in more science behind health trends? Email us your question at shortwave@npr.org.Support public media with NPR+ and enjoy perks for over 25 podcasts like this one. It includes perks like bonus episodes, early access, archive access, curated playlists and sponsor-free listening. Learn more at plus.npr.org.
Seattle Seahawks Work Out Former Packers, Ole Miss Receiver
The Seattle Seahawks are exploring another option for an already crowded wide receiver competition.Seattle hosted Malik Heath and three defensive backs for tryouts, according to the NFL transaction wire.Heath, 26, brings more regular-season experience than most players searching for an opportunity this close to training camp.The 6-foot-2, 213-pound receiver spent his first three NFL seasons […] The post Seattle Seahawks Work Out Former Packers, Ole Miss Receiver appeared first on HEAVY.
Three Taycans Weren’t Enough, So He Had Porsche Build Him A Special Fourth
Porsche built this special Taycan Turbo GT for a Swiss buyer who already had three of them sitting in his garage
Inside Ukraine's secret uncrewed weapons revolution
We were given rare access to Ukraine's military units already deploying the technology of the future to turn the tide against Russia.
🏈 Y! Sports AM: Grass vs. turf
NFL players aren’t pleased that the natural grass that covered their fields during the World Cup is already being replaced with the artificial turf they know and hate.
42 Local Stations from Audacy Are Coming to SiriusXM
SiriusXM is adding 42 of Audacy’s leading sports, news, and talk stations to its already unmatched audio lineup.
Troy Jackson puts health care front and center
Troy Jackson already appears to be leaning into health care as one of his key talking points in the battle to win one of Maine's Senate seats this November.
California’s Business Tax Credit Cap Needs More Targeted Changes
California’s scramble to rework its business tax credit cap shows that the state is directionally correct to resist subsidy bidding wars but wrong to rewrite the economics of credits already issued after companies have already relied on them, writes Andrew Leahey.
Revel Entertainment plans to build outdoor amphitheater next to current building
ALBUQUERQUE, N.M. (KRQE) – A popular music venue in Albuquerque is expanding. Revel Entertainment is adding an outdoor amphitheater to their already established multi-room venue along the I-25…
UFC Freedom 250 Fails to Knock Out The Ratings
(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.) If UFC fans wanted one image to say, “Hey, Paramount+ is crushing it with their UFC rights deal,” I could provide that image. Here it is: (Reminder: this is my creation of the Nielsen Top 30, since Nielsen doesn’t combine the lists or include sports. I take all three lists and combine them. Some streaming TV shows probably have higher ratings than many of the films on this list.) Look at that! UFC Freedom 250 is number one! It topped the Nielsen “Top 30” list for shows and films that made the top ten the week of 15-June. So if you’re a UFC fan or supporter of Paramount+, that’s the good news for you this week. This program topped the ratings charts for one week. Everything else is bad news, or at least a huge caveat to that story, which I’ll explain today in the first part of this week’s Streaming Ratings Report—for the weeks of 8-June and 15-June—which is a double issue since I’ve been writing on a bunch of topics recently. UFC Freedom 250 is one of the biggest streaming events of the year, and super relevant to Paramount+’s strategy, so it merited its own article. Let’s dive 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 June 8th to June 21st 2026. You can find a link to my terminology here.) Subscribe Check Out My Interview on UFC 250 at MMA Draw After you read this article, if you want even more thoughts on UFC and Paramount-Skydance/Paramount+, I did a written interview with MMA Draw. They asked me to answer some questions about UFC Freedom 250, and I was happy to chat with them. Find it here: [ The MMA Draw Newsletter Did Paramount really overpay for the UFC? What the data tells us so far If you know the history of American television, you also know that combat sports is often a leading indicator of the future… Read more a day ago · 10 likes · 1 comment · Nate Wilcox and Zach Arnold ](https://www.themmadraw.com/p/did-paramount-really-overpay-for?utm_source=substack&utm_campaign=post_embed&utm_medium=web) I never thought I’d need a combat sports newsletter in my life, but the good folks at MMA Draw publish an excellent one on UFC, MMA, pro wrestling, boxing and more, analyzing both the sports themselves and the politics, economics and antitrust issues that impact them. Check the article and their newsletter out! Paramount+ Has Its Best Sporting Event of All Time…But Was It Worth It? Before we look at the UFC Freedom 250 data in particular, let’s talk about what we can’t say. Namely, let’s start with the lack of comparisons. First off, I’d love to put a chart out comparing this fight to past UFC fights on Paramount+…but we don’t have the data. This is the first time we’ve gotten Nielsen data about a Paramount+ UFC fight. As far as I can tell, Paramount provided data for the first fight, but it was a proprietary datecdote (saying it had “an average minute audience” of 5 million “views”) and then, for two fights, we got the linear viewership numbers when they aired on CBS, but no streaming data. Everything else was crickets. We also can’t compare this fight to other fights/combat sports on streaming, in particular the MMA and boxing, because Netflix also didn’t use Nielsen to track those events, opting for TVision and VideoAmp, respectively. (This isn’t Paramount’s fault, but does still suck.) We also can’t compare to UFC’s fights that used to be on ESPN+, since we don’t have any data for that, plus Disney+ didn’t have marquee fights. The comparisons would not be apples-to-apples. Can we compare to past Pay-Per-View fights? Absolutely not. The comparisons would absolutely NOT be apples-to-apples. That didn’t stop Paramount+, though, who bragged that their UFC events have reached drastically more people than past PPV fights. Duh. Sorry, but I gotta make this point again. A basic tenet of economics is that the cheaper something becomes, the more people consume or buy it. That’s Econ 101. (Sometimes pundits call things “Econ 101” that are actually like Econ 210 or even PhD-level economics, but no, this is really like first or second class basic economics.) Yet I still see one analytics firm consistently say that more people watch films on streaming than PVOD proves streaming which means that the streaming window is more valuable than the PVOD window. No, it’s not! Same thing here. Pay-Per-View events back in the day could be really, really, really expensive! So whole groups of people pitched in to buy them. That increased the perceived value of, say, the Mike Tyson fight. Or a UFC numbered event. So yes, the fact that Paramount+ makes numbered UFC fights essentially “free” if you’re already a Paramount+ member means consumption will go up. Obviously. Same for Netflix and their boxing matches. They’re talking about fights that used to cost consumers, in some cases, $50 in 1996…which is over $100 in today’s dollars. Over 1.6 million people paid that to watch the Tyson-Holyfield fight! Again, streaming is essentially “free”. Or $10 to $20, depending on what streamer we’re talking about and what tier you’re on. No wonder more people are “watching”. (Plus, Nielsen’s out-of-home viewing also helps these numbers.) UFC Freedom 250 Did Well…But I Have A Lot of Worries So what can we compare the fights to? Well, the good news is Nielsen put out that the fight averaged 7.0 million viewers for UFC Freedom 250, which is a solid number for a fight. We also know the length, at roughly 4 and a half hours. (I saw different run times, but this seems to be the consensus considering it started at 8 pm, had a delay and then finished after midnight on the East Coast. If you assume a shorter run time, then yes, the total hours viewed would go down.) That means I have the two numbers needed to add this to my Nielsen database. And then…I can compare this viewership to the NFL: And, uh, not great. But also within striking distance, mainly because the runtime for this event was so long. I’d also add that this event had viewership equal to a regular season NFL game on streaming, but if anything, it was more comparable to an NFL playoff or Super Bowl-esque event. And you can compare viewership to the top football games on broadcast, cable and streaming, and it’s not impressive at all: We can also compare it to other sports that week, including the NBA Finals and start of the World Cup: Again, not great. The NBA generated roughly four times as many average viewers each game for its NBA Finals. The World Cup has similarly big numbers. Also, that’s just a tiny fraction of the 25 most watched sporting events each week. The NBA, NHL and FIFA World Cup had many, many more games racking up hours. We could also compare this to other streaming programs to get an idea of “is this a good investment?” and here is how it ranks compared to other top Paramount+ programs: The worry here? Well, unlike scripted programming, which has rewatchability, older fights/sporting events have very little library value. Very, very few people are rewatching these fights, especially years from now. Paramount has also released datecdotes bragging about their subscriber numbers. Earlier this year, they claimed that the first UFC fight on Paramount+ brought in 1 million subscribers. Then, in their quarterly earnings report, they only ended up with 700K subs. Not great! They claimed they dropped lower-value international subscribers, but that’s why I tend to discount subscriber additions when they’re leaked to the press.1 I expect we may see a bump again for UFC Freedom 250, but I’d caution using subscriber growth so soon after these events to judge the success, since new subs with high churn (see Peacock) aren’t great either. Also, analysts often want to attribute all subscriber growth to their favorite/pet show, and that just doesn’t make sense. The biggest caveat for UFC Freedom 250 and Paramount’s very first UFC marquee event is that these could be high watermarks for the sport. UFC Freedom 250 had an incredible amount of earned media coverage compared to most UFC fights. I mean, it had wall-to-wall national news coverage in the lead up to the event. (The first fight also had a lot of promotion from Paramount since it was first.) Other fights could reach this bar—say the Conor McGregor return to the Octagon—but they’ll be fewer and far between. Was This Deal Worth It? All to ask: is this Paramount deal worth it? In this case, I think the UFC Freedom 250 numbers are more distracting than helpful. This fight did well and compares well to other top sporting events. But we know that the first marquee event was at least a third smaller, if Paramount’s own data is to be believed. And it’s likely the other fights are much, much, much smaller. And then you get to the paycheck that Paramount-Skydance paid. FIFA’s World Cup cost about the same for Fox, but clearly generated multiples more total viewership. (Though it’s only every four years.) The NBA is much more expensive, but until the playoffs, they likely didn’t pay for itself. Even still, Disney, NBCUniversal and Amazon Prime Video likely overpaid. So, in that context, the NBA may be an overpay that makes the UFC look not so bad. But two overpays don’t make an underpay, to paraphrase the old cliché about wrongs and rights. And looking at UFC Freedom 250 as the likely ceiling of MMA on Paramount+, Paramount-Skydance likely paid too much. Share 1 I would love regular reports on subscriber additions by programs, but as is, it’s mostly leaked or rumored in haphazard ways.
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