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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies