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 love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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