After the Cord Cut: The Next Big Streaming Shake Ups

Cord cutting has become a norm, Hulu just won an Emmy, and Netflix is a Millennial obsession. What happens next? The next big streaming shake ups are right around the corner…

It’s official: The cord cutting scales have finally tipped. More people watch streaming services than have cable, according to a recent survey of U.S. internet users. As Ypulse’s Media Consumption Tracker has shown for some time, Millennials and Gen Z have been ahead on this trend, and are currently consuming far more content on YouTube and Netflix than cable. And Netflix is also gaining ground on cable as viewers’ first choice for watching shows. While most Americans are still turning to live TV programming for their viewing, 19% now say their “default” source for programming is Netflix, up from 15% last year. The study from Hub Entertainment Research found that Netflix is the first choice for 50% of 16-24-year-olds—not surprising considering the site’s hold on Millennials. Ypulse research has found that almost seven in ten 18-34-year-olds use Netflix to watch video content weekly, and Netflix is the top “channel” they report watching shows on regularly.

So, not only has cord cutting become a norm, the services making it possible are becoming the preference. The explosion of original content from SVOD (streaming video on demand) providers in recent years has changed the game, making Hulu, Amazon, and Netflix more than under-the-radar annoyances for major networks—they’re now the big rivals in the room. Heck, Hulu just won an Emmy for Best Drama Series. It’s a new era, and one that many never thought would arrive. So, what happens after the cord cut? There are more streaming service shake ups right around the corner—here are three big ones:

1. SMARTPHONE STREAMING IS THE NEW FRONTIER

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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