New research from Deloitte showing that streaming services like Netflix, Hulu and Amazon Prime have soared in popularity, surpassing cable and satellite TV.
There are simply more digital media and entertainment options to offer consumers than ever.
John Friscia, Director of Student Media at LSU in Baton Rouge says he sees it with his students on campus.
"In discussions with our young folks here, most of them come into the program and have never actually had a subscription to any kind of cable service," he said. "They like the flexibility that they get with delivery that they get with Hulu and Netflix and operations such as that."
And like his students in Baton Rouge Friscia says he also streams sometimes and says these streaming services are not going away any time soon.
"I try to keep up on these trends, my trade magazines have all been pointing for years," Friscia noted. "This is not something that is surprising for me and dealing with 200 plus students down here, year after year, it's just a trend that we've seen rising for probably the last 4 or 5 years, now."
On average households subscribed to 3 paid streaming services in late 2018, and more U.S. households subscribed to a video streaming service than cable or satellite for the first time ever. 69 percent to 65 percent.