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

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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