Tech

Elon Musk’s Mars illusion

Published

3 weeks ago

13 July 2026

Elon Musk takes a bow at NASA’s Kennedy Space Center in May 2020 after the launch of SpaceX’s Crew Dragon Demo-2 mission, which carried two astronauts to the International Space Station, about 250 miles up, and a world away from Mars. (GeekWire Photo / Kevin Lisota)

Ever since its founding, SpaceX has fixed upon a single idea: Elon Musk’s vision of colonizing Mars. Everything the company does is geared to that foundational goal.

Two years ago, Musk posted on X that there could be a city on Mars within 20 years, “but for sure in 30.”

“Civilization secured,” he added, implying that even if our troubled lives here on Earth come to some catastrophic end in the coming decades, don’t worry, humans will endure on Mars.

Musk’s initial steps toward this ambition have produced awesome engineering successes. People have never seen the likes of the light displays that shower across night skies from SpaceX’s rockets and satellites. They watched astounded in late 2024 when the gigantic Starship’s booster rocket first descended gently to nestle into enclosing mechanical arms at the launch site in Texas.

Yet the work of scientists studying Mars suggests that it’s far-fetched, perhaps delusional, to think a human colony could be established there. You don’t need to be a billionaire or a rocket scientist to realize Musk’s timeframe is certainly a fantasy; there won’t be a city on Mars in his lifetime or that of his children or his grandchildren. Think many, many decades at best. But more likely, never.

Retail investors rushed to buy SpaceX stock after the IPO in June. Though the share price has already fallen back below where it was that day, many see it as a long-term investment. The reality is that the improbability of the Mars project shadows SpaceX’s long-term future.

SpaceX’s Starship, the rocket Musk is counting on to reach Mars, lifts off in a test flight in Texas in 2024. (Steve Jurvetson / CC BY 2.0)

While humans will at some point likely overcome the massively daunting engineering and logistics challenges of getting to Mars and even staying for some time, there’s no technology available to form a permanent settlement there.

Musk may be excused as being playful with his time scale.

“Oh, Elon is famously bad at giving time estimates,” said Erika DeBenedictis, a biological engineer and Mars scientist, founder of Pioneer Labs, which is researching how to grow plants on Mars. “Things always take longer than he says, but they do tend to happen.”

Musk has been quite specific. Last year, he said SpaceX had a 50:50 chance of sending its first uncrewed Starships toward Mars in 2026, with crewed landings to follow “as soon as 2029, although 2031 is more likely,” he posted on X.

Then, this February, he said SpaceX would build a city on the moon first and start building a Mars city “in about 5 to 7 years.”

While his targets and timing keep moving, the problems go deeper than that. The question is not when humanity will expand beyond Earth, but whether it ever will.

Establishing a city on Mars depends crucially on a concept called “terraforming,” which means physically transforming the planet’s surface environment into something resembling that of Earth, at least partially hospitable for humans.

To DeBenedictis, the sterile science fiction notion of people confined inside glass domes, looking out upon a forbiddingly bleak landscape and living off protein shakes and dried food, is deeply unappealing. “I wouldn’t want it and I wouldn’t want it for my daughter,” she said. “It just seems terrible.”

“It doesn’t have to be that way,” she adds. “I want the planet to be green.”

DeBenedictis concedes at the outset of an interview that this is “probably impossible,” though in the tone of someone who lives to chase the impossible.

In contrast, Musk glibly mentions terraforming as if it were within reach. In truth, science has only highly conjectural ideas about how it might be done. The hypothetical options scientists are researching now, if they work at all, will take many decades if not centuries to make Mars habitable. And they may never work.

A titanic ambition

Despite this, investment bankers and those with pre-IPO access were primed to ride the coattails of Musk’s colossal wealth for a big payout on SpaceX’s Wall Street launch day. Musk supercharged the June IPO by absorbing his xAI project into SpaceX. The IPO filing positioned xAI as a $26.5 trillion market opportunity, dwarfing all the other business segments of SpaceX, which the filing pegged at a mere $2 trillion. What’s an IPO without a transcendent AI promise these days?

The controversies around Musk’s politics and conduct — his embrace of President Trump and other authoritarian leaders, his incendiary rhetoric, his reposting on his X platform of right-wing influencers agitating around immigration and race, his eager wielding of a chainsaw to U.S. government services — were set aside by investors as they scrambled to buy in.

Wall Street weighed only Musk’s entrepreneurial success and his ability to conjure the future and spin financial dreams. The Economist in May called Musk’s risk-taking and mobilizing of resources “capitalism at its most remarkable.”

For Wall Street, that made the SpaceX IPO a surefire winner. The share price duly rocketed up and made Musk briefly a trillionaire. Though he lost that status when the share price subsequently slid, he’s still by far the richest man in the world with a net worth into the $900 billions.

That fortune is built upon the market perception that Musk can turn dreams into reality. Mass-producing all-electric, virtually self-driving cars was once a pipedream. Rockets landing on their tails graced the covers of 1950s science fiction novels. By force of will, Musk made both a reality. Whatever pipe he’s smoking now, shouldn’t we give his Mars dream some healthy respect?

That dream is specified precisely on the SpaceX website: “A permanent human colony on Mars with at least one million inhabitants.”

A SpaceX facility in Redmond, Wash., where the company designs and builds its Starlink internet satellites. (GeekWire Photo / Alan Boyle)

Musk designed the huge Starship rocket to go to Mars. And when Musk first unveiled his plan for the internet satellite venture that became Starlink in Seattle more than a decade ago — the satellites are made in Redmond — he told Bloomberg Businessweek he saw it as “a long-term revenue source for SpaceX to be able to fund a city on Mars.”

Nearer term, SpaceX is to provide the lunar lander for NASA’s Artemis project that should return humans to the moon within a few years and lay the groundwork for a permanent moonbase; Musk sees it as a stepping stone to the true goal.

The problem is, Mars is not even remotely habitable. It’s deathly cold. There’s nothing on the surface but dust and rocks, in places some deeply frozen CO₂. Regular dust storms whip the surface. The planet has zero vegetation; not a tree, not a leaf, not a blade of grass. The oxygen-free Martian air is unbreathable.

Venture outside without a space suit and you’ll die within a minute in the poisonous, low-pressure atmosphere. During unpredictable solar flares, cosmic radiation is a separate threat to life.

Martian gravity, one-third of Earth’s, may deform the human body over time. Astronauts on the zero-gravity International Space Station must work out constantly to retain muscle strength. Even then, if they spend too long in space they must be carried from the space capsule after splashdown.

“I don’t see any prospect for there to be permanent settlements,” said senior NASA astrogeophysicist Chris McKay, who for more than 40 years has studied the possibility of supporting human life beyond Earth, and on Mars specifically. “Why would anybody want to live there?”

Bruce Jakosky, professor emeritus at the Laboratory for Atmospheric and Space Physics at the University of Colorado, Boulder, who has studied Mars his entire career since he worked on the Mars rover Viking mission in the mid-1970s, says he thinks it will happen someday, but adds, “I have no idea when or how.”

“It’s far enough into the future that, once you get beyond, say, 30 years, you can’t tell the difference between that and infinity into the future,” Jakosky said.

That’s scientific realism. Buzz Lightyear talks about getting to infinity and beyond, but he’s a toy.

What’s really achievable on Mars

Despite the cold facts, Musk has so successfully sold the notion that if he put out a call for volunteers for the first Starship mission to Mars, hundreds of space scientists, enthusiasts, adventurers and Musk fanbros would eagerly sign up.

Indeed, he already has a Mars mission volunteer. On the launch webcast of SpaceX’s latest and largest Starship rocket in late May, a presenter introduced cryptocurrency billionaire and civilian astronaut Chun Wang, revealing that he’s been tapped to lead the first crewed flyby mission to Mars at some unspecified future date — a round trip of about two years, going there and back without landing on the surface.

And yes, it’s inevitable humans will get to Mars one day. Crewed spacecraft may land on Mars within a couple of decades.

The first astronauts to land will plan to explore the surface and hopefully return in triumph two years later, the next occasion when the Mars solar orbit again aligns with Earth. DeBenedictis dismissively describes this as the “expensive camping trip” phase of exploration, “mostly for the photo opp.”

Decades from now, humans may take a much harder, more substantive step: establishing a scientific base on Mars; we have such bases in Antarctica today. Researchers could rotate in and out every couple of years.

Creating a permanent colony on Mars is something far different. It implies lifetime commitments and subsequent generations growing up and building their lives there. As Elton John sang, “Mars ain’t the kind of place to raise your kids. In fact, it’s cold as hell. And there’s no one there to raise them if you did.”

A child born on Mars — a Martian! — would likely adapt to the low gravity as it developed. We have zero data on the physical consequences. Such a child could grow up so different in muscular and skeletal strength that he or she would be unable to walk on Earth.

“The first mothers that give birth will be guinea pigs,” said NASA’s McKay.

And yet, Musk has laid out a plan he insists can establish a human colony on Mars within his lifetime. After Optimus humanoid robots designed by Tesla do some advance exploring on the Martian surface, eventually “a few thousand” Starship rockets will head off together from Earth orbit to Mars, loaded with people and more than a million tons of equipment, dried food and supplies.

The SpaceX website offers a few images envisioning life in the early days of a Mars colony. A mom and two kids look out from inside a glass dome as a Starship lands nearby. The accompanying text on the website glances over some of the most glaring problems.

The extreme temperature fluctuations, from 70°F to -225°F, with an average of about -85°F? “It is a little cold, but we can warm it up.”

The atmosphere of mostly unbreathable CO₂? That’s good for plants; those don’t need oxygen. “We can grow plants on Mars just by compressing the atmosphere.”

That one-third gravity compared to Earth? “You would be able to lift heavy things and bound around.”

In a speech a year ago to employees at the Texas rocket site — the video is on the SpaceX website — Musk conceded that Mars is inhospitable but said terraforming will provide the solution.

“You can’t really walk around on the surface of Mars, at least as yet until Mars is terraformed to be like Earth,” Musk told the employees. “You need to walk around with a Mars suit and be initially in kind of like glass domes.”

“But it would work,” he added. “And eventually we can make Mars into an Earthlike planet.”

Yes. Terraforming. How exactly could that be achieved? And how long would it take?

The science on terraforming

SpaceX did not respond to requests to grant an interview or to offer comment on the feasibility of Musk’s vision. But Mars scientists have studied the question. Edwin Kite, associate professor of planetary science at the University of Chicago, resident at the Berkeley-Calif.-based Astera Institute that funds futuristic science, is a leading researcher on terraforming Mars. In a paper published in April in collaboration with two dozen other Mars scientists, including DeBenedictis, he assessed the feasibility of the potential pathways currently being studied.

His paper begins with a bracing caveat: “It is unknown whether human civilization can thrive off-Earth.”

But if we want to try living on Mars, the paper says, the first requirement will be to warm the freezing planet or at least regions of the planet. It lays out three possible ways to do so.

Some local regions on Mars could hypothetically be warmed by spreading a translucent, high-tech blanket that would block harmful UV radiation but otherwise allow sunlight through to warm the Martian soil. The solar warmth trapped beneath the blanket, made from a plastic-like biomaterial, would melt ice under the ground. The heat and water would then potentially support primitive life forms, starting with microbes, bacteria and algae and, in time, plants.

However, even warmed, wet Martian soil is salty and laden with bleach-like chemicals hostile to life. No known micro-organism on Earth can survive in such conditions.

That’s where DeBenedictis’s research comes in. Her team — funded in large part by crypto billionaire and space entrepreneur Jed McCaleb, who founded the Astera Institute — is trying through selective breeding and genome modification to engineer new, hardier biological organisms that could get life started in the Martian soil. She is looking to microbes that could digest the bleach and others that could produce more of the bioplastic, allowing extension of the soil-heating blanket to a larger area.

The idea: as the soil improves with this microbial organic matter, more complex organisms could take hold. Eventually, she says, “you could actually do things like grow potatoes in the dirt.”

DeBenedictis is super optimistic about biology turning Mars green. It could have a cover of basic plants “in my lifetime,” she says.

Pioneer Labs has been going for just two years. Its early-stage research is developing lab-grown microbes inside enclosed, stirred, heated, radiation-shielded vessels, like high-tech Instant Pots. It’s a long way from growing potatoes.

DeBenedictis notes that although the lack of oxygen means humans still couldn’t breathe outside, plants grown under these bioplastic blankets would produce oxygen through photosynthesis. That might eventually build up a breathable atmosphere on Mars at some point in the far future. Kite said the timeframe for that would be centuries, at least — “much longer than your civilization-relevant time scales.”

The second warming method outlined in Kite’s paper: large reflecting mirrors in orbit around Mars, beaming down sunlight to warm a contained scientific base and the region immediately around it. The first reflectors would launch from Earth as solar sails, unfurling in space and flying themselves to Mars, propelled by sunlight.

Kite projects that doubling the sunlight reaching an area of less than half a square mile on Mars would require a large constellation of reflectors in sun-synchronous orbit, with a combined surface of nearly 300 square miles.

That’s a huge armada of solar sails heading off to Mars, all of which would have to be managed and maintained from Earth.

The third and most extravagant pathway being studied: warm the entire planet by forcing artificial global warming.

At one time, it was hoped that local warming on Mars would release frozen CO₂ in the ground as a greenhouse gas that would thicken the atmosphere and gradually warm the whole planet, the same process now warming Earth. But a 2018 paper by Jakosky dashed that plan. Analysis of sensor data and imagery from the latest satellites orbiting Mars showed there’s not enough frozen CO₂ on the surface to provide significant greenhouse warming.

That paper concluded that “terraforming Mars is not possible using present-day technology.”

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To overcome that setback, scientists developed a new idea: pumping a few million tons of aerosol particles into the atmosphere, artificial dust manufactured on Mars from material in the soil. These clouds of dust, which would very slowly settle and have to be continuously spewed out, would warm Mars by trapping the solar heat.

But the time scale for this is the longest under consideration. NASA’s McKay, in a 1991 paper, analyzed the timeframe for a greenhouse effect on Mars, based on how much of the solar energy reaching its surface might be realistically trapped. He calculated that it would take 100 years to warm the surface to an Earth-like temperature, and “perhaps 100,000 years” to eventually produce an oxygen-rich atmosphere from plant photosynthesis.

Kite, in an interview, said it would take “decades, at least” just to build the robotically-operated factories on the Martian surface that would manufacture and disperse the aerosols across the planet. His paper projects the cost of the aerosol project at $1 trillion.

DeBenedictis said this enormous investment and the extended time scale of planetwide warming make the more local methods the only practical options.

Yet even if any of these planet-warming methods work, that still leaves the other major problems. While machines can extract oxygen from the CO₂ in the atmosphere and pump it into sealed indoor living spaces, the air remains unbreathable outside. The extremely low pressure and potentially deadly cosmic rays remain unaddressed. Inside and out, the low gravity will still, over time, exert its unpredictable physical impact on human bodies.

In short, even if these wildly speculative, generations-long projects succeed somewhat in warming Mars, the result will fall disappointingly short of Earth-like. Dreams of colonizing Mars could still reach a dead end.

Concluding his summary of the various possible paths toward terraforming Mars, Kite notes that “no approach has been shown to be simultaneously affordable, safe, scalable, and to enable extending life beyond Earth.”

As one might expect from a group of Mars researchers, Kite’s paper urges that terraforming research continue, arguing that “a finding that no approach is viable” would at least curtail the vast expense and bring more realism to plans for large numbers of people to self-sustain anywhere beyond Earth.

SpaceX woos investors

SpaceX’s IPO prospectus relegated such downer conclusions to the “risk factors” section that offers legal cover in any such financial filing. The Mars mission and similar space endeavors, the filing said, “involve significant technical complexity, unproven technologies, or technologies that do not exist or may require significant advancement.”

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Outside that CYA boilerplate, the prospectus offered investors a Musk-style sprinkling of high-flown stardust. The SpaceX “mission is to build the systems and technologies necessary to make life multiplanetary, to understand the true nature of the universe, and to extend the light of consciousness to the stars.”

In case that was insufficiently inspiring, the prospectus added a dash of fear, stating that humanity needs to spread beyond Earth to survive a potential planetary catastrophe. “We do not want humans to have the same fate as dinosaurs,” it stated.

When Musk addressed employees in Texas as the IPO opened trading on June 12, he gushed enthusiasm for his vision: “There have to be things that make you excited about the future, that make you glad to wake up in the morning because you can’t wait to see what happens next.”

The risk to future funding

For Musk, maintaining such enthusiasm will be essential. For beyond the scientific and engineering challenges of the Mars enterprise, politics and economics could be showstoppers.

After the inspiration of the first human moon landing in 1969, the public quickly lost interest in subsequent Apollo missions. However scientifically interesting, the moon seemed to offer little but dust and rocks.

SpaceX’s stunning rocket launches and the recent Artemis mission that swung astronauts around the moon have reignited space travel enthusiasm in a new generation.

But interest could collapse again.

Kite’s paper notes that “If in the future crew were lost and there were no obvious short-term financial benefits to exploration, society might cease to pay the high costs of sending people to space.”

Orbiting space satellites — chiefly communications, navigation, imagery, surveillance, and missile detection — will continue to rake in cash for SpaceX, much of it from the government. And Musk is well-placed to grab lucrative Pentagon contracts to deploy weapons to kill enemy satellites and defenses to protect ours.

And leveraging the hot-buzz AI trend, SpaceX now plans to build satellites that will act as solar-powered AI data centers in space. The value of this is uncertain; why pay the enormous costs to put data computers into orbit when you can run them on Earth? Still, it seems less of a pipedream than a city on Mars.

But crewed space missions beyond Earth orbit produce no immediate applications. An investment sinkhole, they demand clear-eyed purpose, not delusion.

In an interview, Jakosky — who like McKay, Kite and DeBenedictis fervently wants humans to be interplanetary one day — said he doesn’t buy Musk’s idea that if, say, climate change makes Earth less habitable, Mars can be a “back-up planet.”

Terraforming Mars is just too far out, he believes.

“It’s an incredible amount of money and resources that would be better spent understanding our own climate here,” Jakosky said. “It’s always going to be easier to terraform the Earth, bring it back to the current conditions, than it is going to be to terraform Mars.”

The realistic future

If the Mars project fades in the years ahead, Musk may try pivoting entirely to AI as the new vision — and investment draw — for SpaceX.

In the meantime, the next big technical milestone, one needed just to reach the moon, never mind Mars, will be refueling rockets in space. If this and other hard-to-pull-off engineering challenges can be met, what’s realistically ahead for Mars exploration?

It would be much easier to build a city in Antarctica than on Mars but we haven’t done so. (Why? Oh yes, no one wants to live there.) Instead, we have scientific bases there, where researchers rotate in and out after a few months. Tourists visit Antarctica in the summer to see the penguins. At the largest U.S. base, McMurdo Station, there’s even a bar and a chapel.

NASA’s McKay foresees such a base as the future human footprint on Mars — at least for a century. Beyond that, who knows?

The low sun over the ice near McMurdo Station, Antarctica, in September 2020. Scientists see a research outpost like it — not a colony — as the realistic model for any human foothold on Mars. (Neil Crawn / U.S. Antarctic Program / NSF)

He has traveled to Antarctica for nearly 40 years, typically staying no more than two months, specifically to study the effects of the cold, dry environment for his Mars research.

But in the long, dark Antarctic winter, those scientific and military research bases largely empty out. There are no nurseries, no elementary schools, and no full-time residents.

“I go there for a season and contribute to the research and then come home,” McKay said. “I don’t want to take my family there.”

McKay, who grew up watching Star Trek, still hopes that the “long, long, long-term vision” of humans on other planets will one day materialize.

“The problem with some of the current thinking is that it jumps from zero, right now, from one or two robotic missions to, OK, let’s set up a million people on Mars, with nurseries and kids and everything,” he said. “That’s crazy.”

“Humans moving into space, I think that is inevitable,” McKay said. “But it might be that it takes thousands of years.”

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Tech

The Best Audio Players for Kids: Yoto, Toniebox, and More

Published

12 minutes ago

3 August 2026

NewsAdmin

In my current season of toddler parenthood, I’ve sometimes felt that I could cut the tension between myself and the TV remote with a knife. As much as I try to keep screen time in check, sometimes I need 10 uninterrupted minutes to unload the dishwasher before a certain almost-2-year-old goes for the dog bowl.

That’s where audio players are handy. In a world where screens are increasingly hard to avoid, parents are looking for alternatives—and these players, in their various formats, are to the rescue. The devices mark a sweet spot between independent play and story time, letting kids listen to music, audiobooks, and interactive stories without a tablet in sight. Some audio players are geared toward younger kiddos who enjoy tactile toys and familiar characters like Elmo and Bluey, while other options are designed to grow with them to chapter books, podcasts, and beyond.

Over the past several weeks, my family has tested some of the biggest names in the category to see how they stack up. Here’s the verdict on which ones are best suited for different families and their needs.

Want more recommendations for WIRED-tested kids’ toys? Here’s our guide to Brain-Boosting Toys for Kids, Kid-Approved STEM Toys, and the Best Gifts for Lego Lovers.

Best for Kids of All Ages

Photograph: Nicole Kinning
Photograph: Nicole Kinning

Yoto

Yoto Player (3rd Generation)

The Yoto Player is simple enough for toddlers to operate independently while offering a broad enough content library to keep it relevant as kids grow. Stories and music live on credit card–sized cards that my daughter could swap in and out with her little hands, and the small pixel display on the front of the machine adds a visual element without becoming another distracting screen.

You can add each Yoto card to your child’s library through the device’s companion app. Once you do, you can stream the content directly from your phone or remotely send it to the Yoto. That means you’re not necessarily tied to bringing the speaker with you everywhere you go. I saw this capability as being especially useful on road trips—you can play stories through your car speakers or listen from your phone if the player gets left behind or its battery dies.

Yoto offers more than the stories and songs from its player cards. You’ll also get kid-friendly daily radio, draw-alongs, toothbrush timers, white noise, a wake-up clock, and a nightlight that activates when you flip the player screen-side down. I only see it getting more useful as my daughter grows, and if I’m being honest, there is a Nancy Drew story collection I am secretly eyeing for myself.

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Here’s Why You Shouldn’t Buy New Headphones Without Bluetooth Multipoint

Published

25 minutes ago

3 August 2026

NewsAdmin

The incredibly useful feature is only present in specific headphone and earbud models.

Max Miller for Engadget

Bluetooth headphones have exploded in popularity, with the market continuing to grow each year. The category, which includes over-ear headphones like the Sony WH-1000XM6 and in-ear devices like Apple’s AirPods line, offers a mix of comfort and convenience, and we’ve reached a point where it’s hard to find name-brand headphones that don’t sound at least somewhat decent. But while most marketing for consumer-grade wireless headphones focuses on headline features like active noise canceling, there’s another feature most people should add to their list of non-negotiables.

Once upon a time, during the halcyon days of the ubiquitous headphone jack, swapping between devices was a matter of popping the plug out of one and into the other. Maybe you’d get an audio splitter if you really needed to use two audio sources at once, but that was as complicated as things usually got. With Bluetooth, simply switching even the best wireless headphones over to another device involves fiddling with settings menus and dealing with frustrating connection issues.

Finicky connections are a defining trait of the decades-old Bluetooth protocol, and although improvements continue to be made with each generational update, that essential character remains. That’s where Bluetooth multipoint comes in. It’s a feature that allows a Bluetooth device to remain connected to multiple devices at once, swapping between audio streams from each as you use them. While multipoint can introduce some annoyances of its own, it’s still far preferable to manually switching between devices over Bluetooth. Here’s why it’s a must-have for most headphone shoppers.

Bluetooth multipoint reduces friction for multi-device setups

Woman wearing headphones while using phone and laptop

AYO Production/Shutterstock

Bluetooth multipoint is a manufacturer-introduced technology which can allow for a wireless audio device to maintain a connection to multiple audio sources. It usually allows for a connection to two devices, though there are exceptions. The feature is more common on high-end consumer headphones like the Sony WH-1000XM6, though it can sometimes be found on downrange products.

Your Bluetooth devices use different Bluetooth profiles for different types of audio. Music and other media streams use the A2DP profile. On certain devices, this can also transmit high-resolution wireless codecs like Qualcomm AptX and Sony LDAC. You may simultaneously use an AVRCP profile to send volume and play/pause commands to the host device. When you get a phone call, you’ll switch over to the lower-quality audio of the bidirectional HFP profile. When you’re listening to music on your laptop, you might get a phone call, and your headphones will prioritize the HFP connection to switch over. However, if you’re using HFP for a Zoom call, it may retain priority until you answer the incoming call.

Not all multipoint is made equal, and whether a particular implementation of it works for you depends on which devices you plan to use the headphones with. It’s a good idea to test the multipoint functionality of a pair of headphones before you buy them, if possible, to ensure that their multipoint implementation works well with your particular devices. If you can’t test that functionality before buying, do so before the return period ends.

Multipoint can create its own frustrations

Samsung Galaxy Buds 4 Pro with other Galaxy Buds models on shelf

Max Miller for Engadget

Bluetooth multipoint can make it much easier to use multiple devices with a single pair of headphones, but it can also introduce new headaches. Multipoint is not part of the Bluetooth specification, and is instead implemented by device manufacturers on top of the Bluetooth stack. This explains why it remains a relative rarity despite consumer demand. The ability to handle multiple streams was added with Bluetooth 4.0, but multipoint features are logics built atop the Bluetooth protocol. Bluetooth cannot mux or sum together multiple audio streams, so multipoint does not allow a user to listen to audio from multiple devices at once. Instead, it decides which stream should take priority and pipes that to your ears, often pausing other media. Incoming phone calls usually demand precedence, for example.

Multipoint often assumes you’ll only use one device at a time, but try scrolling Instagram on your phone while listening to a podcast on your computer. As Instagram’s annoying autoplay causes the app to output audio, your multipoint headphones will divert away from your podcast. This will often happen even if your phone’s media volume is set to zero. Equally annoying notification dings on your phone may ride along on the same Bluetooth profile as phone calls, interrupting you with every group chat message.

Apple and Samsung have their own solution to this issue. Technically, the best AirPods and Galaxy Buds do have multipoint — a modified version designed to work exclusively with their own products. While often justifiably perceived as user-hostile, this approach can yield better Bluetooth switching results in normal use because the company controls the way Bluetooth is implemented on its headphones, phones and laptops, whereas companies like Sony or Bose do not have the benefit of bespoke ecosystems.

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Can knowing less make you happier?

Published

39 minutes ago

3 August 2026

NewsAdmin

Hi readers! Shayla Love here, science journalist and longtime fan of Your Mileage May Vary. I’m honored to be subbing for Sigal Samuel while she’s out on parental leave. I’m diving into your questions as a way to help understand human nature and our choices through multiple lenses: philosophical, psychological, and beyond. Please send in any emotional, body/brain, sociological, perceptual, or other kind of life quandaries you might have.

I’m swimming in information. I have tracking apps to keep tally of my daily steps, minutes online, my calories, my sleep. Throughout the day, I am awash with data — some “actionable” and some useless. I find it a struggle to prioritize. I find myself looking up the latest betting odds for a Senate race in a state where I don’t live. (I didn’t bet on the race.) What I want to know is: What should I know less about? I’ve heard that ignorance is bliss, though I don’t often find that to be the case. But maybe I know too much, or…too little about how much to know?

Dear Un-blissfully Aware,

As a fellow know-it-all, I relate to your impulse to gather as much information as possible. I used to obstinately reject the idea that ignorance was bliss. Even if I learned something that was unpleasant, wouldn’t it be much worse not to know it?

But, as you may suspect from sharing my temperament in this arena, this approach to life can lead to hoarding knowledge like a frantic animal preparing for winter. You’re acquiring information as if it’s a scarce resource (which it’s not) and as if choosing to know something is neutral (it isn’t). What helped me understand the implications of this sort of approach was learning about the cases when people decided not to know, or the study of “deliberate ignorance.”

Have a question you want answered in the next Your Mileage May Vary column?

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Several years ago, a psychologist, Ralph Hertwig, and lawyer, Christoph Engel, who both work at the Max Planck Institute in Berlin, examined what happened in the early 1990s, when the archives of East Germany’s secret police, the Stasi, opened to the public. Any person who had been living in the German Democratic Republic could check if they had been spied on. There was a pretty substantial catch, though: The spies were often “unofficial collaborators” — friends, family, teachers, or lovers who had been tasked with covertly collecting information. When the files were opened, many elected not to look. Hertwig and Engel estimated that potentially more people chose not to know what their files contained than those who did.

This goes against what we think we know about humans and how you have described yourself. Even Aristotle seemed quite certain that “all men naturally desire knowledge.” In the 1980s, the psychologist George Miller followed along in this line of thinking. He described humans as informavores: creatures with minds that constantly seek out and consume information. So, it can feel surprising to hear about occasions when people didn’t start grabbing for every available datapoint like squirrels dashing for acorns as the first winds of fall arrive.

But, as Hertwig and Engel — who collaborated on an entire book called Deliberate Ignorance: Choosing Not to Know — point out, we’re surrounded by people choosing ignorance all the time. They avoid looking at their bank statements, they skip doctor’s appointments, and they cover their ears and say “no spoilers” if someone is talking about a movie they haven’t yet seen.

Even Nobel Laureates do this. When James Watson, one of the co-discoverers of DNA’s double helix, had his own genome sequenced, he requested that a specific gene be left out: ApoE4, which can reveal an increased Alzheimer’s risk. Watson’s grandmother had Alzheimer’s, and her experience clearly made an impression on him. (Then, many in the scientific world tried to remain ignorant to Watson’s increasingly misogynistic and racist comments, until it was unignorable.)

Why do people choose not to know? The most common reason: Ignorance can be an extremely effective way to regulate any emotions that might crop up in response to knowledge. You can minimize negative feelings by, for example, not knowing that your otherwise friendly neighbor had been reporting on your comings and goings.

In a study about romantic relationships, a majority of people said they didn’t want to know if their partner had ever thought about cheating on them (but never acted on it). Other research showed that most people wouldn’t want to know the exact time of their death. Alternatively, someone could cultivate the feelings of joy and surprise by waiting to find out the sex of a baby until it’s born.

Deliberate ignorance can also be used to protect us from our biases. Scientists do blinded studies, because the knowledge of what drugs are being used can unwittingly change the outcomes or research. When orchestras implemented blind auditions, more women musicians were accepted.

Of course, deliberate ignorance can be problematic when it causes harm to yourself or others, like failing to gather basic information about your financial or physical health. In some cases, for instance, about 10 percent of people who got tested for HIV didn’t come back for their results — which could lead to further spread of the disease.

But when skipping out on knowledge doesn’t endanger you or those around you, it’s worth asking: How would this information make me feel?

This sounds like a question that’s missing from your information-ingestion habits. You don’t have to — and shouldn’t — ignore everything that comes across your desk. But your deliberate ignorance filter is turned entirely off; seemingly anything passes through it. To take just one of your examples, you mentioned fitness wearables. It can be useful to be aware of your general activity levels and your sleep, but honestly, don’t you already know enough from your memories of a workout class and how rested you feel in the morning? A quest for more detailed knowledge like this can backfire, making people more anxious, and disconnected from their actual physical experience.

It’s not just about how much knowledge to take in, it’s also about what kind. The breadth of information that you’re seeking out makes me wonder if you’re not already using knowledge to regulate your emotions by favoring superficial knowledge over the meaningful. When we face difficult tasks (even if they’re important, and we want to get them done), that’s usually when, suddenly, a Senate race in a far-off state starts to become interesting, or you find yourself scrolling a high school acquaintance’s wife’s Instagram.

In the 1990s, two technology researchers proposed the concept of “information foraging,” which was inspired by early user behavior on the web. A few years later, Webster’s dictionary announced that their word of the year was “infosnacking,” or mindless grazing for useless knowledge online in order to pass the time.

Snacking sometimes is fine, but you’ll start to suffer if you only eat chips for every meal rather than something more nutritious. I suspect you might be avoiding the slightly more challenging task of taking in other, more nutrient-dense knowledge. If you cut out the step tallies, screen minute totals, and news headlines scrolling, what could you choose to know instead?

What I’ve learned about myself is that I will always lean towards being an informavore. I can’t help it. I am hungry to know, and there is no need to totally overhaul this valuable part of who you are (as I also tell myself!). This means you don’t need to replace your infosnacking with zenfully staring at the ceiling or emptying your mind through meditation. You can still put new things into it! But you could worry less about your daily information calorie intake and spend more time thinking about the nutrition content of your knowledge diet.

Take a lesson from our many deliberately ignorant friends, and try disregarding some of the little stuff — the body tracking, the random factoids — for a period of time. But, at the same time, increase your knowledge about other subjects: a neglected hobby or a nonfiction book collecting dust on your shelf. Have a long conversation with your best friend and ask each other questions you’ve never asked before or interview an older relative about their childhood.

And remember that all of this knowledge relates back to your emotional life. Rather than asking yourself what you should or shouldn’t know, examine how you might be using knowledge to alter how you feel. Knowledge changes us. It can make us happy, anxious, excited, or sad; it impacts our decisions and how we see ourselves and other people.

In some of your newfound spaces of intentional ignorance, you may find just some surprising moments of bliss.

Bonus: What I’m reading

The ostrich may be famous for its head-burying ignorance, but that’s actually a myth dating back to the ancient Romans. Ostriches don’t hide their heads, but, rather, bury their eggs underground. I highly suggest flipping through the book Ostrich by Edgar Williams, professor of cardiopulmonary science at the University of South Wales, for a natural and cultural history of our largest living bird that is way more interesting than it needs to be.
In a moving essay in the China Books Review, poet and writer Zhang Er remembers growing up during the Cultural Revolution and receiving “torn books,” or sections of forbidden books, to read from a family member. Even with incomplete knowledge, “my world expanded with each torn book,” she writes.
Not a book, but a powerful story on the ripple effects of being exposed to new information in East Germany: the 2006 movie The Lives of Others, from director Florian Henckel von Donnersmarck, which I recently saw for the first time. A Stasi officer listens into the life of a playwright, whose own fragile ignorance about his situation in the GDR is becoming challenged.

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YouTuber Hank Green says his AI usage is ‘not healthy’

Published

51 minutes ago

3 August 2026

NewsAdmin

Hank Green, a novelist, comedian, and YouTuber with 3.2 million subscribers, recently apologized to his audience for his growing reliance on AI chatbots.

The controversy started when, in the middle of a video posted on the educational channel Complexly, Green incongruously used the phrase “I appreciate the pushback,” leading viewers to speculate that he’d written the script with a chatbot — and, in the process, accidentally included its response to one of his prompts.

In response to a since-deleted post on X, Green acknowledged that he’d produced the video “under a ton of pressure” and used ChatGPT “for research on this script.” At the same time, he said the “pushback” line was actually a response to the episode’s guest.

Green then offered a more in-depth apology on Reddit, where he said he was “mortified” that he’d “let so many people down” and that he plans to reduce his video production as a result.

Green insisted that he’s only used ChatGPT to “locate papers and other resources for learning about topics,” and that the words and the “takes” have still been his. At the same time, he admitted it was fair to criticize him for “diluting” himself.

He also clarified that he’s “not a pure AI-hater,” while also listing a number of concerns about the technology, including its impact on climate change and “the speed at which these companies are trying to consolidate economic power.”

“Ultimately, what I am most scared of is ruining myself for people, but I have not been managing my impulses well,” he said. “You need to know that my words are mine. I don’t think that this hasn’t been true, but I’ve been moving so fast that my own process isn’t actually clear to me and I want to have it be a guarantee moving forward.”

It sounds like Green is going to take some time to figure out how to make that guarantee a reality. In the meantime, he’ll be pausing or posting less frequently to his various YouTube channels. Green said he wants to do more work like a recent meditative video “where the writing was the whole thing and I felt it all the way down.” Green also said he’ll probably make more videos with his “dumb unscripted straight to camera thoughts.”

“But mostly I need to come to terms with the fact that the level of dopamine I’ve been getting from interacting with LLMs…with doing more and more and more and more…is not healthy for me or good for the world,” Green said. “It is careless, and has disconnected me from where people are on this.”

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Samsung bans smart TV apps that share users’ internet connections with strangers

Published

1 hour ago

3 August 2026

NewsAdmin

Several popular Samsung smart TV apps contain code that share the owner’s internet connection with strangers, potentially putting millions of Samsung smart TVs at risk of hijacking, according to new security research published on Monday.

Some of these apps claim to have been installed on hundreds of millions of smart TVs in people’s homes, per the app developers.

At least one of the smart TV apps was a simple Pac-Man game that Samsung had endorsed and prominently featured in its “Editor’s Choice” section on customers’ TV screens.

These apps contain software that funnels outsiders’ web traffic through ordinary home and office internet connections, known as residential proxy networks (or “resproxies”), which are increasingly being linked to cybercrime. When opened, apps with resproxy code can turn the smart TV into an always-on tunnel for outsiders to funnel their web traffic through, known as an exit node — even when the app is no longer open.

The security research by Norwegian cybersecurity company Mnemonic describes a perfect storm of problems that allows low-quality apps to proliferate across Samsung’s app store, containing code that puts users at risk of having their internet connections tapped by a rogue app.

Many of these apps are bare-bone shells, made from only a few lines of code, and are designed solely to load content from another website, such as a game. While such smart TV apps load content from another server, any review of these apps sees only the few lines of code within, and not necessarily the content itself.

“What was reviewed is not necessarily what is running,” wrote Harrison Sand, an offensive security consultant at Mnemonic.

After TechCrunch contacted Samsung with a request for comment about the research, the electronics giant said in an emailed statement that it was banning apps that share their users’ internet connections, and will remove apps that contain the functionality.

“We have already restricted new app registrations that incorporate such proxy functionalities on our Smart TV platform,” said a Samsung spokesperson. “We are currently implementing strict platform-wide developer policies explicitly banning residential proxy SDKs, and we are working to identify and remove all apps currently available in our store that contain these components.”

The move comes after LG said last month that it would ban apps that contain resproxy software after recent reporting found that around 42% of apps on the company’s app store enlisted a smart TV into a proxy network.

Inside a residential proxy network

The research also offers a rare look inside a residential proxy network.

Resproxy code can also be found in regular consumer phone apps, as well as other consumer electronics, like digital frames and Android streaming boxes, which then share that device’s internet connection.

Any time a resproxy app or device connects to the internet, an outsider can also pay to use it.

Resproxies are not inherently illegal. Some are used for evading censorship by routing internet traffic through ordinary looking residential homes. AI companies, for example, increasingly rely on resproxies to scrape data from multiple places on the internet in one go to train their AI models.

But cybersecurity companies say resproxies have gained a reputation for allowing hackers and spies to carry out cyberattacks and data breaches while hiding their malicious activity.

Cybersecurity companies find resproxies challenging to tackle because the network traffic looks like it’s coming from an ordinary household, rather than a malicious hacker located overseas, as they might expect.

Moreover, the network traffic that flows through a user’s device over resproxies is generally encrypted, which is generally impossible to unscramble and inspect.

By rooting a Samsung smart TV’s software, Mnemonic’s Sand gained deep access to the television’s internals and analyzed all of the network traffic that flowed in and out of the TV. This included any app that was sharing the smart TV’s internet connection with someone else.

He found the Pac-Man game contained resproxy code from Bright Data, an Israel-based company that provides proxy networks touting access to millions of residential networks around the world. The company also has a marketplace for selling access to scraped datasets. These datasets are derived from a network of enlisted smart TVs as exit nodes, which are used to download large amounts of public data from the web from multiple sources at once, often to circumvent systems designed to prevent scraping.

Sand found that Bright Data’s resproxy code loaded when opening the Pac-Man game, but noted that this did not automatically turn the Samsung smart TV into an exit node. Sand said the resproxy code is dormant until the user accepts a consent screen, which immediately activates the resproxy code to run in the background until the user deletes the app.

Aside from the user themselves consenting to enlisting their device into a resproxy, Sand warned that a “simple code change on a web server” could instantly activate hundreds of millions of smart TVs into a potentially malicious botnet.

With access to the network data flowing through his smart TV, Sand could see that much of it appeared to suggest the resproxy network was used for large-scale scraping of LinkedIn profiles, and for collecting AI training data. Sand said he only saw a tiny percentage of what was routed over Bright Data’s network.

Bright Data did not respond to a request for comment.

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Cape Fear ending explained: Who died, what happened to Max Cady, who is Natalie’s real father, and possible season 2 predictions

Published

1 hour ago

3 August 2026

NewsAdmin

Apple TV‘s adaptation of Cape Fear saw a chilling finale recently, and it was as grisly as we’d expected it to be. Over the past few weeks we’ve followed Javier Bardem’s take on Max Cady, delivering a performance so scary it’s left some of us sleeping with the lights on.

Cady was particularly unhinged in Cape Fear‘s finale, which saw him killing his own family and taking the Bowdens hostage in one final altercation.

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Police National Legal Database confirms data theft after dark web leak

Published

2 hours ago

3 August 2026

NewsAdmin

cyber-crime

ExfilSquad claims 135,000 contact records weeks after hitting the Department for Education

The Police National Legal Database (PNLD) is the latest UK public sector outfit to admit that cybercriminals made off with its data, including the names and work email addresses of police officers, justice staff, government partners, and customers.

The legal lookup service relied upon by police forces and criminal justice agencies across the UK said it discovered the “data security incident” on July 26 and is investigating alongside specialist cybersecurity firms and the National Crime Agency.

According to the PNLD, the leaked information includes the names, organizations, and work email addresses of police officers, police staff, criminal justice professionals, government partners, and customers. It insists there is “no evidence” that passwords or other authentication data were compromised.

The breach also affected Ask the Police, a public-facing legal advice website operated by PNLD. There, the fallout appears limited to the names and email addresses of people who previously submitted questions through the service.

That’s about where the explanation ends. PNLD has yet to say how attackers got in, when the data was stolen, how many people were affected, or whether anyone tried to shake it down before the information appeared online. West Yorkshire Police, which operates PNLD, did not immediately respond to The Register’s questions.

However, the breach appears linked to the same extortion crew that last week claimed responsibility for a similar breach of the Department for Education (DfE). The group, which calls itself “ExfilSquad,” currently lists both the PNLD and DfE among its latest victims on its dark web leak site, seen by The Register.

For PNLD, the crooks claim to have lifted a 1.9 GB dataset containing roughly 135,000 law enforcement contact records, including names, email addresses, and police force areas. The DfE listing boasts of around 600,000 parent and staff contact records, plus another 7,000 from its Turing Portal. The education department confirmed last week that more than 607,000 records had indeed been exposed.

The DfE has confirmed that the compromised information was limited to customer service contact details from its Customer Help Portal and Turing Scheme, and said no other departmental data had been accessed.

Like most cyber-extortion outfits, ExfilSquad doesn’t exactly do understatement. Its leak site warns victims that once data appears there, it is “NEVER leaving the public eye,” before suggesting any ransom would amount to little more than a rounding error compared with the legal bills that might follow.

The DfE and PNLD’s confirmations don’t validate everything ExfilSquad posts on its leak site. It also lists Microsoft as a victim, alleging a 13 GB haul containing millions of records, password hashes, internal support tickets, and access permissions.

Having two organizations confirm breaches claimed on its leak site makes ExfilSquad harder to ignore. Whether the gang’s other boasts are equally well founded, or simply the usual cybercrook embellishment, remains to be seen. ®

Updated to add at 1517 UTC, August 3:

The North East Regional Organised Crime Unit told The Reg it is investigating the breach. It told us “No ransom demand has been received.”
It also confirmed some numbers, stating the data of around 114,000 PNLD subscriber was involved.

It added: “This involves the names, work email addresses and work organisation of police officers and other criminal justice partners. There are also around 21,000 email addresses of members of the public who have previously used ‘Ask the Police’. There is no evidence to suggest that passwords or other security credentials have been compromised.”

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‘Every small business will eventually have a digital workforce of AI agents’: Bluehost CEO on how AI agents are reshaping business

Published

2 hours ago

3 August 2026

NewsAdmin

Many small businesses already tap into AI for market research, image and video creation, copywriting, and idea exploration.

Although this single-prompt approach is helpful, it has its limits. Enter AI agents.

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Horizon3 hits $2 billion valuation with $250M Series E as AI threats escalate

Published

2 hours ago

3 August 2026

NewsAdmin

Cybersecurity startup Horizon3 has raised a $250 million Series E at a $2 billion valuation, more than tripling its valuation in 14 months. The San Francisco-based firm drew backing from returning investors NightDragon and NEA.

The funding arrives as two major AI research labs disclosed last week that their models had breached systems outside their intended scope. Horizon3, which has spent six years building AI specifically designed to probe networks for vulnerabilities in a controlled, authorized manner, is riding growing enterprise demand. With AI-driven attacks accelerating, enterprises are rushing to stress-test their defenses at scale, a gap that traditional security vendors have largely left unfilled.

Matt Hartley, the company’s chief revenue officer, said that its NodeZero platform has two core strengths: It can test live systems without shutting down operations, a capability other AI-powered tools have struggled to deliver reliably, and it scans an entire infrastructure continuously rather than once a year, examining the full network rather than just 2-3%.

The company approached $100 million in annual recurring revenue last year with 120% year-over-year growth,and expects to accelerate growth this year, Hartley said.

AI tools have made it easier for attackers to develop new exploits quickly, forcing security teams to handle threats faster than they can fix them. Horizon3 spent roughly $100 million in R&D building automated systems designed to stay predictable and controllable, Hartley said. That’s significant given recent breaches at AI labs, which raised questions about whether any AI system can truly remain contained.

“It’s also making people a lot more careful about how they deploy AI,” Hartley said. “We’re getting a lot of questions today around: can you detect AI? Of course we can. But I think a lot of organizations that rushed to deploy AI across the enterprise are now thinking twice about the ramifications of those deployments; what if my own security team gets too aggressive, could there be unintended consequences? So a lot of organizations are moving into what I’d call a bold new world, which is exactly why you need consistent, predictable testing from a company like Horizon3, to know how to strengthen your own defenses against real-world exploits.”

In a statement, Horizon3 has run 310,000 production security tests with zero disruptions, establishing what it calls ‘AI Hackers’, fully autonomous penetration testing.

The real competition isn’t other software vendors; it’s the existing model, according to Hartley. Most companies hire human security firms to run annual tests and those won’t disappear, he continued. What’s shifting is what clients demand after signing up: Instead of sampling 5% of infrastructure once yearly, they now want to scan everything monthly or weekly, tracking whether they’re actually getting safer.

Horizon3’s founders, Snehal Antani and Anthony Pelletier, met while serving at Joint Special Operations Command, where they saw firsthand how resource constraints made continuous security testing difficult. They founded Horizon3 to automate those repetitive assessments.

With the funding, Horizon3 is expanding internationally,including new offices in Amsterdam (in June 2026), Australia, and Singapore, while building a partner network and maintaining substantial R&D spending.

Strategic investors now include Singapore’s EDBI, defense contractor SAIC, and Qualcomm, signaling that the vulnerability they’re addressing extends well beyond any single sector.

Horizon3 has roughly 7,200 to 7,300 customers, ranging from managed service providers serving small businesses to Fortune 10 enterprises. The company claims an addressable market of tens of billions of dollars, a figure that aligns with industry estimates of the broader cybersecurity market, valued at $271.9 billion in 2025 and projected to reach $663.2 billion by 2033, according to Grand View Research.

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Universal Music Tests a 72-Hour New Music Paywall in India. Could North America and Europe Be Next?

Published

2 hours ago

3 August 2026

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Universal Music Group will give paying subscribers in India three days of exclusive access to selected new releases before making them available through ad-supported streaming tiers. Is this a local experiment, or a preview of what could eventually reach North America and Europe?

Universal Music Group lost nearly €9 billion in market value on Friday because investors decided that healthy streaming growth was not growing quickly enough. One of the company’s answers is already on the way: see whether free listeners will pay to stop waiting.

Beginning at the end of August 2026, new releases from major domestic and international UMG artists will be available exclusively to paying streaming subscribers in India for their first 72 hours. Once that window expires, the same music will become available through participating ad-supported streaming services. UMG has not announced a more specific launch date.

UMG’s enormous global roster includes Taylor Swift, The Weeknd, Ariana Grande, Billie Eilish, Kendrick Lamar, Lady Gaga, Sabrina Carpenter, Olivia Rodrigo, Drake, Post Malone, and major Indian artists such as Badshah and Hanumankind.

For American, Canadian and European readers, the most important detail is also the simplest: this has only been announced for India.

There is currently no 72-hour UMG release window scheduled for the United States, Canada, the United Kingdom or the European Union.

How Will the 72-Hour Release Window Work?

sir-lucian-grainge-2024 — Sir Lucian Grainge, Chairman and CEO of Universal Music Group (UMG)

UMG Chairman and CEO Sir Lucian Grainge announced the plan during the company’s second-quarter earnings call on July 30.

Under the new model:

New music from major UMG domestic and international artists will debut first for paid subscribers in India.
Listeners using ad-supported tiers will have to wait 72 hours.
After the three-day window expires, the releases will become available through the participating free tiers.
The policy begins at the end of August 2026, although UMG has not provided an exact date.
The policy does not currently apply outside India.

This is not an advance release that lets paying customers hear music before its official launch. The music is being released on schedule, but listeners using free streaming tiers in India will receive it three days later.

That distinction matters. Paid subscribers are not receiving something early. Free listeners are being made to wait.

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Which Streaming Platforms Are Participating?

UMG has only said that the policy will apply across “participating global and regional streaming services” in India. It has not published a list of participating platforms.

That means reports naming Spotify, YouTube Music, JioSaavn, Amazon Music, Apple Music or other individual services as confirmed participants are getting ahead of the available information.

Services offering both paid and ad-supported tiers could theoretically restrict UMG’s new releases to their paying customers for the first 72 hours. Apple Music is already an ad-free subscription service, so there is no free Apple Music tier that would need to be delayed. However, UMG has not confirmed Apple Music or any other individual service as part of the rollout.

Why Is Universal Music Doing This?

India has an enormous streaming audience, but only a relatively small percentage pays for music.

According to an EY and FICCI report, India had approximately 178 million online music streamers in 2025, but only 14.4 million paid subscriptions. In other words, roughly 8% of the country’s streaming audience was paying.

Indian listeners generated an estimated six trillion music streams during 2025, but paid streams represented fewer than 3% of that total. Subscription revenue increased 37% to ₹10.3 billion, demonstrating that the paid market is growing quickly, but still has an enormous amount of room to expand.

UMG sees that gap as both a problem and a very large opportunity.

The company says the subscriber-first window will create a healthier music economy, generate improved compensation for artists and songwriters, and encourage deeper fan engagement. There is some truth to that argument because paid subscriptions generally generate more predictable and valuable revenue than free streams supported by advertising.

But let us not pretend this is being done entirely out of artistic charity.

UMG wants more people paying every month, and making impatient fans wait for major releases is a direct way to test how many will open their wallets.

That objective became even more obvious following UMG’s second-quarter results. Total subscription revenue increased strongly, but underlying subscription growth excluding the recently acquired Downtown Music business came in at 6.7% at constant currency. Advertising-supported streaming revenue excluding Downtown increased only 1.7%, while market-share pressure also weighed on performance.

As we explained in our Friday report, consumers are streaming more music than ever. UMG’s problem is that not enough of that increased activity is turning into the level of revenue and profit growth investors expect.

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The 72-hour window is one attempt to close that gap.

Universal Music Has Already Tried This Strategy in China

Grainge presented India’s new release model as an extension of a strategy UMG previously pursued in China.

Beginning in 2019, UMG worked with Chinese streaming services to move more domestic and international music behind subscription paywalls. China subsequently became the world’s fourth-largest recorded music market, with revenue increasing 20.1% in 2025. Premium subscriptions and additional paid fan experiences were significant contributors to that growth.

That does not prove that paywalls alone created China’s growth. Increased smartphone adoption, economic development, licensing enforcement, local artist investment and improved streaming services also played important roles.

However, UMG clearly views China as evidence that a market dominated by free listening can be pushed toward paid subscriptions without destroying overall consumption.

India is the next test.

Could This Come to the United States, Canada or Europe?

It is possible, but nothing has been announced.

Grainge said UMG wants India to follow China’s path and that the company believes other “high-potential markets” could do the same. He did not identify the United States, Canada, the United Kingdom or any European country as the next target.

North America and Western Europe are also very different from India. Paid streaming is already well established in those markets, which means a three-day window may convert fewer new subscribers while creating considerably more consumer backlash.

But release windowing is hardly foreign to Western streaming services.

In 2017, UMG and Spotify reached an agreement allowing Universal artists to restrict selected new albums to Spotify Premium subscribers for two weeks, while singles remained available to free users.

UMG’s more recent global agreement with Spotify also calls for new paid subscription tiers, expanded offers and deeper monetization of artist fandom. It does not establish a new 72-hour release window, but it shows that UMG continues to view paid access, premium features and tiered availability as central to its “Streaming 2.0” strategy.

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A broader rollout is therefore technically and commercially possible. It is just not confirmed.

The most likely path would be additional tests in markets where free listening remains dominant, rather than an immediate blanket rollout across the United States, Canada and Europe. UMG could also use the concept selectively for major artists, specific platforms or future premium subscription packages.

Much will depend on what happens in India.

If the policy converts a meaningful number of free listeners into paying subscribers without driving them toward piracy, unofficial uploads or competing platforms, UMG will have a reason to expand it. If listeners simply wait three days or find the music elsewhere, the experiment will have created annoyance rather than recurring revenue.

The Bottom Line

UMG’s new policy does not prevent Indian listeners from hearing new music for free. It makes them wait 72 hours while paying subscribers receive immediate access.

For now, the change applies only to India and only through participating services that have yet to be publicly identified. Nothing has been announced for the United States, Canada or Europe.

Three days may not sound like much. But in a music business obsessed with release-week engagement, social media momentum and turning every possible listener into a subscriber, UMG is about to find out how much fans will pay to avoid being late.

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