Amazon Prime Is Already More Popular Than Cable For Millennials

Amazon Prime Day has the internet buzzing, but so do the headlines that Prime will soon eclipse cable in popularity—but according to Ypulse research, that’s already happened among Millennials…

It’s Amazon Prime Day, and it seems every site out there has a roundup of the best deals to be found on the site—but those aren’t the only Amazon headlines garnering attention this week. News that Amazon Prime might soon eclipse cable in popularity has the internet buzzing: Recode declared that Amazon Prime Is On Pace To Become More Popular Than Cable TV, The Consumerist says Amazon Prime Will Soon Be More Basic Than Basic Cable, and Uproxx reports Amazon Prime Welcomes Prime Day 2017 With A Subscription Pace That’s Close To Overtaking Cable—just to name a few.

According to estimates from Morningstar, Amazon Prime is in almost 79 million U.S. households, while “pay TV” households have fallen to just 90 million. Almost as many households have Amazon Prime as have cable—and considering cable numbers are decreasing while Prime’s user base swells, an official shift in popularity could hit soon. But guess what? It’s already happened among Millennials, according to Ypulse data.

We’ve spelled out Millennials’ love affair with Amazon before, explaining that over years of surveying Millennials on a monthly basis—on topics ranging from media consumption to shopping across multiple categories—we’ve seen evidence of their love of Amazon time and again. The site topped our list of Millennial & Teens’ 10 favorite places to shop online by a landslide in 2016, for the second year in a row. Roughly 60% of 13-33-year-old respondents named the online marketplace as their top spot to shop online. But we’ve also kept track of Millennials’ Prime membership as part of our media consumption tracker, and seen…

 
 

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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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