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:


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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