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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:
Tracking tsunamis triggered by extreme weather
As much of Western Europe faced record-breaking temperatures and extended drought this summer, Croatia experienced another weather event that could also set a worrisome precedent.Over the course of two weeks, a series of meteorological tsunamis (meteotsunamis) struck Croatia’s Adriatic coast, alarming both residents and tourists. Social media posts showed flooded seaside promenades and people walking through knee-deep water. Fortunately, no deaths or major damage were reported.In a world where natural disasters seem to be increasing, meteotsunamis — tsunamis caused by rapid weather changes – rarely make headline news. But warming sea temperatures and changing atmospheric conditions may help explain why these phenomena could become more common, especially in shallower seas and inland lakes with wide coastal shelves.“We have definitely become more aware of them, and there have been a lot more reports of these events in the last 10 years,” says Jadranka Šepić, an associate professor of environmental physics at the University of Split whose research focuses on efforts to track meteotsunamis in real time. She is also one of Croatia’s ambassadors for Science Comes to Town (SCTT), a European Commission-funded programme aimed at making research more accessible to the public.Šepić sees two possible reasons for the apparent increase in meteotsunamis. One is that photos and videos shared on social media are providing more empirical evidence, while rising air and sea temperatures could also play a role. The geophysicist “cannot say with certainty” that warming is a contributing factor because research is still ongoing. “But I can say that previously in Croatia we might have had one exceptionally strong event every 10 or 15 years, and one strong event every five years, and within 15 days this summer we had five strong events,” Šepić notes. “This is not typical.”‘A fist against the sea surface’Unlike tsunamis that are triggered by underwater earthquakes or volcanoes, meteotsunamis are caused by sudden changes in atmospheric pressure combined with other rapidly developing weather events, such as thunderstorms. The effect “is like pushing a fist against the sea surface,” Šepić explains. The resulting oscillation intensifies as it reaches shallower water, and “can be far more destructive than a wind-driven wave because meteotsunamis are accompanied by very strong currents than can penetrate much deeper inland.” The meteotsunami, she continues, “then behaves the same as a tsunami — they slow down and grow as the sea shallows, and then grow further in places like harbours due to further shallowing and narrowing. When they come ashore, they can be very destructive — taking everything with them out to sea and then taking it back.”Croatian research institutions have tracked such sea oscillations since the 1930s because the relatively shallow Adriatic Sea is prone to meteotsunamis. The strongest recorded so far was in June 1978, according to the Adriatic Meteotsunami Catalogue, which is supported by the European Research Council (ERC), Croatian Science Foundation and the country’s leading research institutions. During that event, six-metre-high waves flooded the coastal town of Vela Luka on Korčula Island, causing major damage.Other meteotsunami “hotspots” in Europe include the Mediterranean Sea as well the Atlantic coastal shelves off France, Portugal and Spain. In June 2006, a meteotsunami with five-metre-high waves swept through the harbour of Ciutadella in Spain’s Balearic Islands, causing widespread damage to boats. Several less powerful events were reported in the Balearics and off the coast of Spain this summer, leading to some beach closures.Forecasting is challenging because of how quickly meteotsunamis can develop and their uncertain trajectory. Šepić is involved in two ERC-funded research projects — SHExtreme and MeD-Track — aimed in part at strengthening monitoring and real-time data collection. Access to accurate and immediate information is essential for early-warning systems.Early exposure to meteotsunamisŠepić first learned about meteotsunamis from her parents while growing up in Croatia. She later had the opportunity to investigate these events during her master and doctoral studies in geophysics at the University of Zagreb. The geophysicist has also conducted research at the Institute of Oceanography and Fisheries in Split, the University of the Balearic Islands in Palma de Mallorca and the Institute of Ocean Science in the Canadian province of British Columbia.Projects like SCTT are important to raise awareness about research and inspiring young people to pursue studies and careers in science, notes Šepić. She credits her colleagues at the University of Split and the Institute of Oceanography and Fisheries for their community outreach and engagement in the European project, which includes partner universities and institutions in Brest (France) and Kiel (Germany). As an example of town-gown collaboration, Šepić highlights her own university’s ‘Oceanographers on the Island’ programme. This initiative offers workshops and hands-on learning for children living on numerous Croatian islands.“It is a great privilege for Split to be involved in a project like Science Comes to Town, which is the first of its kind in the European Union," Šepić says. As for encouraging new generations of scientists, “This is a great effort, and I hope that we will see an effect in a few years.”Science|Business, which connects policymakers, academics and industry through its news reporting, analysis and events, is an SCTT partner.
Vanderbilt Health-led team maps gene variants that can cause sudden death
Vanderbilt Health researchers have created a “map” of 1,757 genetic variations that can trigger a life-threatening heart rhythm disorder called long QT syndrome.
Skipped Lunch? Science Explains Why You're Suddenly Craving Happy Hour
Researchers at Brown University found a molecular link between hunger and alcohol cravings.
In 1,000+ Kids Who Claimed to Have Past Lives, Their ‘Reincarnation’ Came 12 Months After a Sudden Death
And scientists can’t explain the creepy correlation.
Beloved rock musician stepping away due to ‘sudden and fairly serious health issue’
He shared the news on the band's social media pages.
Sugar House groups suddenly scrap plan for new assessment area 5 years in the making
A plan to create a new assessment for the Sugar House business district, which could fund improvements for the heart of the Salt Lake City neighborhood, is dead after more than five years of planning.
Alabama HC Kalen DeBoer is Suddenly in Danger Yet Again
Alabama Crimson Tide head coach Kalen DeBoer desperately needs a win this week.
Carrot Top returns to Vegas stage with dark jokes 1 month after suicide attempt
Carrot Top was met with love, cheers, and a standing ovation while returning to his Las Vegas residency one month after his sudden hospitalization.
Sudden Instagram shutdown leaves Omaha business owner baffled
The sudden shutdown of a social media site has an Omaha business owner baffled. It’s an issue faced by others who rely on Facebook and Instagram to get their message out.
In 2025, Trawlers Suddenly Started Pulling Up Rare Hybrid Crabs in Record Numbers in The Bering Sea. Now We Know Why
Scientists were not expecting this.
Scientists Create “Super Ice” That’s 10 Times Stronger and Rivals Concrete in Strength
A new form of reinforced ice could offer an unconventional building material for extreme polar environments, although questions about its long-term durability remain. Scientists have developed a new form of ice that approaches the compressive strength of conventional concrete while resisting the sudden fractures that make ordinary ice so brittle. Known as BioPykrete, the material
The Business Behind Matcha
Matcha is a ground green tea powder with roots in ancient Japanese culture, dating back centuries. Only recently has the drink reached a wider global audience, appearing on cafe menus worldwide. Its growing popularity raises a question: How does a product that has been around for so long suddenly become a global trend? During the […]
Ohio millionaire Emil Barr reveals why he suddenly shelved plans to move to San Francisco
Netflix Scrambles to Rewrite Its Narrative With Layoffs and a Sudden Firing
Despite strong revenues and profits, the streaming service cut 1,000 jobs and jettisoned its chief content officer. Drops in the stock price and viewer engagement are to blame.
This Eerie State of Consciousness Makes Your Brain Feel Broken—but It May Be Keeping You Alive
Suddenly everything becomes unfamiliar...
Starlink a 'major card' for Ukraine, sudden speed limits show risk
The recent disruption of Ukraine's military-grade Starlink service has spotlighted the risks, as well as efforts to diversify communications options.
The Science Of Foundayo: How Eli Lilly’s Daily Weight Loss Pill Works
Managing your weight in middle age can be remarkably frustrating, especially when habits that used to work suddenly stop moving the needle.
Big Ten Preview: Week 7
There’s a headline game in the Big Ten this weekend…and some other games, too. FRIDAY NIGHT Washington (3-3, 0-3) at Purdue (3-3, 2-1), 8 p.m. on FOX Details: Who is the more surprising 0-3 Big Ten team? Washington or Penn State? Well, the Huskies travel west to take on a Purdue team that suddenly has […]
Bipartisan U.S. lawmakers criticize slowing of Starlink in Ukraine
On Wednesday, Ukraine reported its drones losing speed after sudden and unannounced restrictions on its battlefield use of Starlink
Bipartisan U.S. lawmakers criticize slowing of Starlink in Ukraine
On Wednesday, Ukraine reported its drones losing speed after sudden and unannounced restrictions on its battlefield use of Starlink
Grand Theft Auto 6 launch trailer suddenly drops, showing a saucy shower scene, a tense police chase, and high-flying heists
Rockstar Games has released the launch trailer for Grand Theft Auto 6 today, which is a showcase of the hijinx players can expect come the 19th November.
Former Flyers Coach Suddenly Departs the NHL
Right now, things aren’t going right for the Philadelphia Flyers, who have yet to win a single game to begin the 2026-27 NHL campaign and are in dead last place in the NHL’s Metropolitan Division.Right now, there is speculation building about the job security of head coach Rick Tocchet.But another notable former Flyers head coach […] The post Former Flyers Coach Suddenly Departs the NHL appeared first on HEAVY.
Ozempic and Wegovy linked to rare risk of sudden vision loss
Popular diabetes and weight loss drugs such as Ozempic and Wegovy have been linked to a slightly increased risk of a rare condition that can cause sudden, potentially permanent vision loss. Although the risk remains very low, Rutgers researchers say the findings warrant attention as millions of people turn to GLP-1 medications.
Some of Sony's First-Party Games Are Suddenly Missing from PS Store in the US
What's going on?
Scientists discover that some of the universe's biggest explosions may have never happened at all
"All the evidence we see for hypernovae is suddenly gone."
SerpApi GC on Fighting Two Tech Giants and Keeping the Business Moving
Speaking with Law.com, SerpApi's Chad Anson discussed what it means to be a startup GC in two David-versus-Goliath legal battles, why he believes companies sometimes need to litigate more openly, and the advice he would give any in-house lawyer suddenly facing a potentially existential lawsuit.
Sudden Cardiac Arrest Awareness Month with HCA Midwest Health
Cardiac Electrophysiologist Dr. DJ Lakkireddy with HCA Midwest Health and the Kansas City Heart Rhythm Institute joins Shane and Kerrigan to discuss the importance of Sudden Cardiac Arrest Awareness Month.
How Ownership and Politics Might Force the Braves to Trade This Star
The Atlanta Braves might have a much bigger problem on their hands than another disappointing postseason exit. Franchise superstar Ronald Acuña Jr. is suddenly at the center of controversy, and the possibility of Atlanta trading its former MVP is becoming a legitimate offseason talking point. During a recent episode of Acuña’s podcast La Bestia ,…
Legendary comedian dies suddenly at 78
Ronnie Golden, the British entertainer known for “Spitting Image” and “The Young Ones,” died suddenly at his home at 78.
Milwaukee Brewers Announce Sudden Christian Yelich Move Before Dodgers Series
The Milwaukee Brewers announced a sudden move involving Christian Yelich ahead of the NLCS against the Los Angeles Dodgers. The post Milwaukee Brewers Announce Sudden Christian Yelich Move Before Dodgers Series appeared first on HEAVY.
Kelly Clarkson’s Viral Feud With Brooklyn Magic Shop Escalates After Shop Rejects Her Claim She Was Treated Like a Prostitute
Art of Play in Brooklyn rejected Kelly Clarkson's claim she was treated like a prostitute at the shop, which it said led to it being "suddenly attacked" online
3 Stocks With Exposure to Prediction Markets as US Event Trading Grows
Prediction markets tied to sports, politics and real world events are suddenly trading like mainstream derivatives, and that surge is colliding with listed US exchange operators that already run futures and options markets. A new player like Kalshi floating an IPO story at a reported US$40b valuation hints at fresh competition and fresh demand. This piece walks through three stocks from the US regulated derivatives and exchange operators screener that appear positioned as potential winners...
Rewriting the playbook: The grassroots movement for Black midlife health
I was 45 when my body first started sending distress signals: drenching night sweats, sudden 2 a.m. awakenings and a persistent brain fog that had me forgetting...
The midterm Senate fight spreads to a surprising new battleground
Republicans are suddenly racing to defend a seat in Kansas, where Democrats are trying to win a Senate race for the first time in nearly a century.
Ex-Saints QB Suddenly Released by Eagles
In a successful and well-traveled NFL career, Andy Dalton had a stop with the New Orleans Saints. It wasn’t the most memorable or the longest, but it was substantial time on the field for “The Red Rifle” with the Saints. It came to mind again on Friday, when the Philadelphia Eagles surprisingly released Dalton after […] The post Ex-Saints QB Suddenly Released by Eagles appeared first on HEAVY.
Military & Veterans Campus has new way to build teamwork
On a recent Friday at the Easterseals NH Military & Veterans Campus in Franklin, I found myself about 30 feet in the air. I was holding onto a pole and contemplating what suddenly seemed like a rather narrow log stretching out over a great deal of empty space toward another pole, which also seemed remarkably distant.
Rockstar HR Questioned Over Discord 'Mole' And Sudden Timing Of GTA 6 Dev Firings In Latest Labor Tribunal Hearing
A junior Rockstar employee was leaking trade union activity to management
Some Gboard users suddenly can't type capital letters
A strange Gboard bug is preventing some users from typing capital letters, and the beta version may be the culprit.
Jahsiear Rogers Dismissed From Oklahoma Football Roster
The four-star freshman’s sudden exit leaves a void in the Sooners' developmental ranks, highlighting the program's uncompromising culture despite his promising spring performance and explosive athletic potential
Open science is compatible with research security, says Canada’s chief science advisor
Open science is “not incompatible” with research security and science leaders and policymakers should “demystify” the false dichotomy between the two, according to Mona Nemer, Canada’s chief science advisor. More than a decade ago, EU policymakers were promoting open science, open innovation and open collaboration across the world. It was a political movement that aimed to make scientific research, data, software, publications and methodologies transparent, accessible and reusable for everyone.But that rhetoric has changed over the past few years. After Russia invaded Ukraine in 2022 and Donald Trump came back to power in 2025, international partnerships have become more pragmatic. Countries are trying to implement protectionist policies and governments are increasingly worried about technology espionage. According to Nemer, science can remain open if the sector can come up with improved security protocols that would protect research data from undue manipulation by foreign actors. “If anybody can fiddle with the with the data, then [open science] is actually quite dangerous and quite useless,” she told Science|Business. Universities and research institutions are increasingly vulnerable to attempted espionage and other types of foreign interference. In September, the UK’s domestic counter-intelligence service MI5 issued a security warning against collaborations with the China General Technology Research Institute. And earlier this year, Germany’s Helmholtz Center for Information Security was criticised by federal research minister Dorothee Bär, who told a parliamentary hearing that “existing rules and systems” at the institute “were not suitable” for preventing leaks to China. According to Nemer, universities and research institutions should perhaps follow the example of the private sector, as companies have been able to safeguard their research while still publishing results. “I think that there is a level of research security hygiene that researchers and institutions need to just adopt,” she said. “You don't have to tell Sanofi or IBM how to safeguard their research, which they end up publishing anyway.”While certain areas of research will not be open for collaboration with certain partners, in other areas cooperation is necessary even with researchers based in adversarial countries. “I stress this because politics change,” she said. “Science and politics don't make for good fellows, and whether we like it or not, politics will influence certain things.”Researchers will play an important role in “protecting the integrity of science,” said Nemer. “I think that it's time that there's a commitment to a certain scientific compact, so that citizens don't think that science is actually an open door for espionage and for anti-nationalism.”New partnershipsNemer spoke with Science|Business on the margins of the Hamburg Science Summit on September 17, the day when Canadian Prime Minister Mark Carney called for increased cooperation with the EU, including in science and technology. Canada is looking to strengthen ties with partners in other corners of the world, after the Trump administration threatened to put tariffs on Canadian goods and services and even openly suggested Canada could become the 51st state. In parallel, the US government has indicated it wants to retreat from international science projects, including US collaboration with Europe’s CERN particle accelerator and other big science labs.Related articlesThe stats we need to better understand R&DCanada looks to deepen research and education links with the EUCan researchers trust that AI models won’t leak their ideas?Nemer said the US is still a science “powerhouse,” but Canada and Europe will have to work closely together on global challenges. “It’s important for both [sides], but I think it's also important for the rest of the world, because the cut in funding for development, in health, in regions like Africa and other places, have dramatic effects.” The Trump administration is also planning a review of the Nelson memo, a Biden-era document that mandated that results of federally funded research would be openly available. With that idea being called into question, Nemer said it could be “very disruptive” to scientific collaborations and could jeopardise research on climate change, the Arctic and global health. “When your collaborator suddenly tells you I'm not going to share the data with you as a researcher, if this happens, I think it's very worrisome,” she said. “I'm certainly hoping that a lot of the Canadian institutions, funders, researchers, have started looking at joining forces on databases and using more European research infrastructures,” Nemer added.
‘He Has a Bigger Problem,’ ‘Embarrassed The Business’ — NFL Legend Terrell Owens Has No Sympathy For Tony Romo After Controversial CBS Exit
Terrell Owens has little sympathy for Tony Romo following the former Dallas Cowboys quarterback’s sudden departure from CBS Sports. The network announced on Friday that it had mutually agreed to part ways with Romo after nine years in the broadcast booth, bringing an unexpected end to one of the biggest analyst careers in recent NFL history.
Cristiano Ronaldo breaks silence on Portugal exit
Cristiano Ronaldo said he is not retiring from international football in a lengthy social media statement.The 41-year-old’s Portugal future was thrown into doubt after he suddenly left his country��...
Falcons Offense Explodes To 40.0 Points With Penix Back
Michael Penix Jr. returns to lead the NFL's best offense. See the shocking stats, the 45-24 win, and why the Falcons are suddenly scary.
Guardians’ ‘Sudden’ 6-time All-Star dies at 84
The 15-year MLB veteran also pitched for the Yankees, Giants and Pirates.
Capitals’ Alex Ovechkin suddenly announces retirement plans
The 41-year-old forward has the end in sight.
What Holding Eye Contact While Someone Speaks Really Reveals About Your Psychology, According to Science
You are mid-conversation with a friend, nodding along, and suddenly you wonder: am I looking at them too much? Or not enough? Most of us treat eye contact like an automatic reflex – something we either do or don’t, without thinking twice. But researchers say the way you hold someone’s gaze while they speak is...
“I’m in the Hospital”: Chad Ochocinco Announces Health Update After Sudden Illness Amid Bengals’ Loss to Jaguars
As a former wide receiver for the Cincinnati Bengals, Chad Ochocinco had no choice but to root for his team as they battled against the Jacksonville Jaguars in the Week 4 game. Unfortunately for him, the Bengals lost the game by 22-17.
How Kansas Suddenly Became a Battleground State for Senate Control
The state hasn’t elected a Democrat to the Senate in nearly a century. Economic challenges during President Trump’s second term, as well as other factors, have put it in play.
Lane Johnson update: Eagles tackle suddenly questionable for Week 4
The Eagles could be without their All Pro right tackle against the Rams in Week 4.
Warriors’ Former All-Star Suddenly Emerges as Potential Trade Candidate
The Golden State Warriors could be parting ways with a former All-Star they acquired last season. According to NBA insider Brett Siegel of ClutchPoints, the Warriors’ top trade candidate entering the 2026-2027 NBA season is Kristaps Porzingis because his $20 million salary matches, and only $3 million is guaranteed for next season, essentially making it […] The post Warriors’ Former All-Star Suddenly Emerges as Potential Trade Candidate appeared first on HEAVY.
Ranchester artist’s work now in all 50 states
Two weeks ago, Katie Coyne realized her online store hit a milestone — she had shipped orders to customers in 48 states. The only two remaining states were New Jersey and Rhode Island. Suddenly, she had a mission.
Al Roker suddenly exits ‘Today’ during live broadcast, later explains why
Al Roker left “Today” early as Dylan Dreyer stepped in before the veteran weatherman later explained his absence.
NASCAR Drivers Shocked By Keselowski-RFK Split
Brad Keselowski's sudden split from his namesake NASCAR Cup Series organization not only left fans shocked; it left drivers and people within the sport shocked.
Elon Musk splits with longtime business confidante, co-parent ‘with no warning’
Shivon Zilis, the mother of four children with Musk, said their breakup was sudden but wished him the best.
Widow turns tragedy into triumph with new Blawnox-based baking business
A Blawnox widow is turning personal tragedy into personal triumph with a new baking business inspired by her late husband. Lisa Collins was devastated when she lost her husband of 27 years, David Collins, suddenly from cardiac arrest in 2023. The couple’s three adult children were grown, so Collins was
Fox Business reveals replacement for Maria Bartiromo's morning show
Fox Business Network revealed the new lineup replacing "Mornings with Maria" after Maria Bartiromo's sudden exit.
How will Packers construct offensive line after making vet additions?
The Packers suddenly have options along the offensive line. How will the starting five look the rest of the way?
Good science requires much more than evidence
Empiricists believe that scientific theories are true only if they make correct empirical predictions: if we can't verify these predictions, then there is no reason to expect that they tell us anything about reality. However, Professor of Philosophy at King's College David Kyle Johnson argues that this is mistaken. In response to Bas van Fraassen, who has written on this subject for the IAI, he argues that we have many reasons for believing a theory to be true, such as it being parsimonious and having large scope — qualities which have been used throughout the history of science as criteria for judging theories. In 2024, Princeton philosopher Bas van Fraassen wrote a short article for IAI News entitled “Science Does not Describe Reality: The Limits and Benefits of Explanation.” At the time, I was working on two projects (a science book and a Great Course) that, when completed, would (among other things) defend science’s ability to describe reality. I wanted to write a response to van Fraassen, but the projects demanded too much of my attention. But now that those projects are complete, I am in a position to explain the objections to van Fraassen’s thesis. Summarizing van Fraassen’s argumentIn a nutshell, his argument is this: What scientists do is make predictions based on theories and then invite others to test to see whether those predictions are borne out. “If theory T is right, result R should happen in experimental condition C.” Many think that running an experiment that shows that R happens in condition C is proof that theory T is true (and should be believed). But, van Fraassen argues, that R happened in condition C is only a reason to think that R happens in condition C. That’s the only observable, or empirical, result we can actually see, so that is all that we are really justified in believing. (The underlying theory that made that prediction still may or may not be true.) That is why he calls those who accept his position “empiricists.”Before I explain what is wrong with this position, let me explain what it gets right. What van Fraassen Gets RightFirst, a theory correctly predicting the results of an experiment is not, strictly speaking, “proof” that the theory is correct. The basic line of reasoning is this:If the theory T is true, result R should happen. Result R did happen. Thus, theory T is true.In other words:“If T then R. R. Thus, T.”This is a deductively invalid, fallacious mode of reasoning, called “affirming the consequent.” Those premises do not guarantee that the conclusion follows. “If I am in Pennsylvania, then I am in the USA. I am in the USA. Thus, I am in Pennsylvania.” Clearly that argument doesn’t guarantee its conclusion; neither does the above argument.However, science is not a deductive method of reasoning; it is an inductive one. And inductive arguments merely try to raise the probability of their conclusion, not “prove” them for certain. Thus, the fact that an experimental result doesn’t prove a theory is true is irrelevant; it’s not supposed to. That is not what scientific reasoning is about.___If the hypothesis that something exists clearly provides the best explanation for what we can observe, then the belief that it exists is what is rational.___Second, it’s also true that a single experimental result doesn’t provide enough justification to believe that a theory is true. Scientists do not come to a consensus about whether a theory is true by looking at a single experiment; they look at all the evidence to determine where the preponderance of evidence points. The mere fact that I am in the USA raises the probability that I am in Pennsylvania, but not nearly enough to conclude that I am in Pennsylvania. However, if I am also regularly encountering people wearing Eagles and Phillies hats and seeing advertisements for Founding Father tours, I probably am. In the same way, a theory successfully predicting the outcome of one experiment is not enough to conclude that it is true; but if a theory makes a wide variety of predictions that are all vindicated by multiple experiments, performed by many different groups and people, all actively trying to prove the theory false (which is what good scientific experiments are designed to do)—that is a good reason to conclude that the theory is true. In other words, if you repeatedly try to prove something false but can’t, that is a very good indication that it isn’t. The problem of underdeterminationIn reply, those whom van Fraassen calls “empiricists” often point to the “problem of underdetermination.” For any given theory that makes successful predictions about what happens in experimental conditions, there are countless other possible theories that make exactly the same predictions—and since they do, the experimental evidence in question is just as much reason to accept any of those theories as it is to accept our original one. Thus, the argument goes, we have no way of knowing whether our original theory is true, or one of the other “predictively equivalent” theories is true. SUGGESTED VIEWING How Occam's Razor changed the world With Johnjoe McFadden As an example of underdetermination, philosophers often offer this example. The evidence of fossils seems to provide reason to conclude that the universe is quite old; ancient fossils are what the “ancient universe” hypothesis predicts. But it’s also possible that God created an ancient-looking universe 200 years ago, complete with a “fake” fossil record for us to find, to make it look old. The existence of fossils is what that theory predicts too. So, the argument goes, the fossil record can’t be used as evidence that the universe is ancient; the fossil record supports the “200-year-old ancient-looking universe” theory just as much. The problem of underdetermination points out that, for any theory with supporting evidence, we could invent another completely different theory that predicts exactly the same evidence, and thus undermine that evidence’s ability to support the original theory.But this “argument from underdetermination” betrays a fundamental misunderstanding of what scientific reasoning is and how it works. To explain, let me use another rather strange (but very real and commonly discussed) philosophical thought experiment called “The Grue Problem.” The “Grue” ProblemSuppose I want to know what color emeralds are, so I observe a few, see that they all appear green, and form the theory that “all emeralds are green.” I thus predict that the next 100 emeralds I find will also appear to be green. And let’s say that happens, and so I thus conclude that my theory that all emeralds are green is true. Now, one might rightly point out that I don’t know for sure that all emeralds are green—I have not seen them all. Maybe some I haven’t found yet are blue. Fair enough. After all, we used to think that all swans were white, until we found some black ones. But let’s say that I go on a quest and collect every emerald in the universe—and, for the sake of the argument, let’s say I can do this, and can even know that I have every one of them. So, I collect them all, look at them all, and verify that they all appear green. Can’t I now rightly conclude that all emeralds are green?Inspired by the problem of underdetermination, a friend might argue that I cannot.Sure, they all appear green now—but there could be another kind of color called “grue.” Something is grue if it is green up to a certain point in time, but then spontaneously turns blue. And there could be an infinite number of “shades” of grue. Something that is one shade of grue will turn blue at noon today, but something that is another shade of grue will turn blue at noon tomorrow, etc. So yes, the emeralds appear green now; and since they haven’t turned blue yet, they are not some “past” shade of grue. But they might be some “future” shade of grue (e.g., they may turn blue at noon tomorrow). And since all future shades of grue are consistent with “being green up to this point in time,” the evidence you have is completely consistent with the notion that all emeralds are some future shade of grue, rather than green. Indeed, that they would appear green until now is what the “some future shade of grue” hypothesis predicts. So, we have just as much reason to conclude that all emeralds are some shade of grue as we do to conclude that they are green.You’re probably thinking “It’s not equally possible that the emeralds are grue; they are obviously green.” You are right! But explaining why your instinctive reaction to my friend’s argument is correct will help inform why van Fraassen’s “empiricist” is wrong and science actually does describe reality.The main mistake my friend makes is in thinking that the “empirical evidence” (of all the emeralds appearing green) is (or even should be) all I am using to draw the conclusion that all emeralds are green. It is not. I am also considering known facts about how colors typically work; things don’t usually change color, and when they do, they don’t do so suddenly, without cause, and all at once. So, even though the simple evidence of the emeralds all appearing green up to this point is consistent with them being some future shade of grue—that is even what the grue hypothesis “predicts”—it is still exceedingly unlikely that they are. The hypothesis that they are green is much more likely. Understanding science refutes the problem of underdetermination The misunderstanding about science that the “empiricist” pointing to “the problem of underdetermination” makes is similar to the one that my friend made. Science is not just about considering experimental evidence; in fact, it’s not even just about considering empirical evidence. As Ernan McMullin and many other philosophers of science have pointed out, the inference that makes science is “inference to the best explanation” (sometimes called “abduction” or “retroduction” by McMullin). While, depending on the circumstances, scientists use many different kinds of reasoning, science as a whole is, simply put, the process of considering multiple competing explanations and comparing them to certain criteria—explanatory criteria (the kinds of things explanations must be and do, by definition, to be a good explanation)—to see which explanation is the best.And these criteria do not deal only with empirical results. Yes, successful predictions raise the probability of a hypothesis, but it’s also the case that the more new assumptions a theory makes, the less likely it is to be true; every new assumption presents an opportunity for the theory to be false. (The fewer assumptions a theory makes, the simpler or “more parsimonious” it is said to be.) Likewise, the more existing evidence a theory contradicts, the less likely it is, because in order for a theory to be true, every piece of evidence it contradicts has to be somehow faulty. (The fewer established theories a new theory contradicts, the more “conservative” it is said to be.) And, obviously, the more something explains, the better explanation it is. (This is called having “scope.”) If a theory raises unanswerable questions, it’s not expanding our understanding, and thus is not wide-scoping. Scientists consider all these things when deciding which theory to accept, because the theory that adheres best to these explanatory criteria is most likely to be true.___the mere fact that a theory’s predictive success is why it “sticks around” or “becomes accepted” in the scientific community is not a reason to be skeptical about its truth.___The reason the grue hypothesis is no good is because it invents an entirely new kind of color—not just a new shade, but an entirely different category of color (a different way colors work)—and thus is not parsimonious. It raises unanswerable questions about how and why emeralds would just spontaneously change from green to blue (and thus does not have wide scope). And it contradicts what is already well established about how color works (and thus is unconservative).The theories that the problem of underdetermination points to do the same thing. Yes, the theory that God created an “ancient-looking universe” (complete with an ancient-looking fossil record) two hundred years ago is also consistent with the empirical evidence (of a fossil record) that presently exists; but that theory is monumentally unparsimonious (it requires many extra assumptions about infinite entities) and not wide-scoping (it raises unanswerable questions about why God would do such a thing). So, I can rationally conclude that it is false.Indeed, the history of science includes many examples of theories that were rejected because they lacked parsimony and/or scope, even before their falsity (and the truth of their competing theory) was confirmed by observation. As I point out in my book, geocentrism was rejected by the scientific community because it lacked parsimony, almost 200 years before the observation of parallax confirmed that the Earth moves around the sun. And the continuum theory of matter was completely rejected by 1860, because it couldn’t explain chemical reactions or organize matter into a periodic table, even though the experiments that eventually confirmed atomic theory weren’t even proposed until the 1870s. Solving the best of a bad lot problemIn response, the “empiricists” are likely to object, this time pointing to the “best of a bad lot” problem. “We have no reason to conclude that an explanation that has been shown to be better than others is true because we have no guarantee that the true theory was among those that we were considering.” If you have a “lot” (a collection) of poor explanations, even the best one is not true.The responses to this problem, however, are numerous. Peter Lipton argues that the set of hypotheses that scientists consider are not just randomly selected and thus unlikely to contain a theory that is true; they use existing knowledge to home in on what is most likely to be true. A doctor trying to explain abdominal pain is not going to bother wondering whether demons are causing it; they are going to stick with things like appendicitis and kidney stones, because they are most likely. Further, despite its name, inference to the best explanation is not just the process of comparing hypotheses and accepting the best one; we also want one that is a good explanation in its own right. If it’s not, we are going to keep looking until we find an explanation that is. And while that process does not guarantee that we will come across the exact truth, it’s very likely that the theory that emerges as the best will be at least approximately true, and thus we will be justified in believing it. And lastly, as I point out in my book, although many theories not based in scientific evidence (like geocentrism and continuum theory) have been completely overturned, science almost always progresses by the refinement of scientifically established theories—not their replacement. (Although our sun is not the center of the universe, heliocentrism was our first step in understanding the Earth’s true place in the universe.) So even if a theory we accept today may not be completely right, accepting it is a step on the journey toward the complete truth. The example of atomic theoryNow, it’s worth pointing out that most empiricists are not skeptical of all scientific theories; they are only skeptical of the ones that hypothesize the existence of “unobservables.” It’s not like they think that round Earth, heliocentrism, and germ theory are just useful (but untrue) “instruments” for making predictions about how to most efficiently navigate the seas, predict planetary motion, and treat diseases. They admit that the Earth actually is round, that the planets revolve around the sun, and that germs exist and cause disease. These facts and entities can be observed; the theories that suggest they exist are true. It’s only when theories start hypothesizing the existence of unobservables—like electrons, or quantum fields—that can’t be observed directly, that we should start doubting the theories’ truth. And to be fair to van Fraassen, in this published work, he doesn’t really say that we should doubt the truth of such theories. Only that scientific reasoning does not rationally force us to accept them as true. Skepticism, or agnosticism, he argues, is warranted. SUGGESTED READING Science is based in metaphor By Andrew Reynolds But the history of atomic theory throws a monkey wrench into that argument. Atoms used to be unobservable; again, scientists first accepted the theory that they exist because it had such grandiose explanatory power. But then atoms were seen with electron microscopes. They thus moved into the category of the observable. But this didn’t substantially change anything about what scientists were justified in believing; it certainly didn’t change any “atomic skeptics’” minds. It just confirmed what everyone already knew! If the hypothesis that something exists clearly provides the best explanation for what we can observe, then the belief that it exists is what is rational. The fact that the thing itself is not technically observable does not make doubting its existence rational.What’s more, the atoms were seen with an electron microscope. But electrons are themselves unobservable. How can an electron microscope reveal an atom if electrons are not real? This leads us to what is famously known as Hilary Putnam’s “miracle argument.” It’s (not) a miraclePhilosopher Hilary Putnam’s miracle argument is somewhat famous. Basically, he argued that a scientific theory being able to repeatedly make successful predictions—even about unobservables—without being at least approximately true would require a “miracle.” In other words, it would be such an improbable occurrence that it could not rationally be believed—the better explanation for why scientific theories about unobservables make the right predictions is because the unobservable entities and structures they hypothesize exist.Van Fraassen has addressed this argument. Indeed, in his original article, where he references Alison Gopnik’s point about orgasms not being “necessary for procreation” even though the desire for orgasm “drives the creation of progeny,” he is pointing to his own argument about how organisms are not naturally selected by evolution to get true beliefs; to the extent that belief-forming processes are selected for, the ones that are selected are the ones that are useful for survival—not the ones that produce true beliefs. In the same way, van Fraassen argues, scientific theories are accepted, not because they are true, but because they aren’t falsified; they make successful predictions; that’s what makes them “stick around.” So, the fact that they make successful predictions (and thus became accepted) is not a reason to think they are true.This argument is similar to C. S. Lewis’s “argument from reason,” which he used to argue against evolution: “The truth of evolution undercuts our ability to know that it is true.” Lewis’ argument famously failed; Elizabeth Anscombe, by Lewis’s own admission, demolished Lewis in a debate on the topic, and I have explained elsewhere why modified versions of the argument fail as well. In short, it’s because it fails to recognize that a belief-forming process can make an organism more likely to survive because it reliably produces true beliefs. It is therefore not the case that beliefs generated by naturally selected belief-forming processes are automatically false or unjustified.In the same way, the reason a theory “sticks around” could be because it’s not falsified, because it “makes correct predictions.” But the reason it makes correct predictions is most likely because it is true. (In pointing this out, I am echoing the arguments of Musgrave, Lipton, Psillos, and Kitcher, who refuted van Fraassen’s argument and analogy long before his 2024 article.) It would be a huge coincidence that it could do so without being true. And that is the point of Putnam’s miracle argument. Thus, contrary to van Fraassen’s suggestion, the mere fact that a theory’s predictive success is why it “sticks around” or “becomes accepted” in the scientific community is not a reason to be skeptical about its truth. ConclusionLet me close by saying something about the fact that empiricists don’t doubt the truth of all scientific theories, just the ones that hypothesize unobservables. In today’s society, this theory is dangerous to espouse publicly. The nuance between being skeptical about all of science, and just the highly technical theories about unobservables, is guaranteed to be lost to the average reader. And there is so much unjustified skepticism and doubt about the findings of science and experts that a headline like “Science Does Not Describe Reality” could easily fuel the anti-science movement, worsen climate change denial and cause the next pandemic.This is why I believe it was important to still respond to van Fraassen’s article, a full two years after he wrote it. Not only, as I have argued, does it represent a philosophically inaccurate view of how scientific reasoning works and what scientific reasoning can do, but it is a dangerous view to boot. It should thus be rejected.
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