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THERE GOES THE BRIDE

America’s marriage rate has been dropping for years — don’t expect Gen Z to change that trend

As marriage rates continue to fall, analysis from Pew Research Center indicates even fewer I do’s in the next generation.

Millie Giles

Though the right to marriage is something America’s political system actually agrees on, new research suggests that young people aren’t so wedded to the idea of tying the knot themselves.

Maybe they’re already fretting about the cost, or maybe they’re more concerned about bad grades than bridal parties, but new analysis of survey data from the University of Michigan conducted by Pew Research Center found that high schoolers in the US today are far less likely to express interest in marriage than previous generations.

Indeed, just 67% of 12th graders in 2023 said they were likely to get married one day, compared with the 80% reported three decades before, while the share who said they were most likely to not get married at all nearly doubled to 9% over that period.

Young Americans marriage rate
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This tracks with a long observed decline in US marriage rates, per Census Bureau data cited by USAFacts. At the most recent count, in 2024, the share of married households was only 47.1% — slightly above the all-time low of 46.8% recorded in 2022.

Without a hitch

At the same time, the US is also seeing fewer separations: the number of divorces per 1,000 married women plummeted to 14.4 in 2023, down from its 1980 peak (22.6). So, if messy marriage breakups aren’t as probable, how come young people today are less drawn to going down the aisle?

The same Pew survey found that while the share of boys expressing a desire to marry has remained “virtually unchanged,” girls in 2023 were far less likely to say they thought they’d get married one day than those in 1993 (61% vs. 83%) — which, much like falling birth rates, could be the result of a whole host of personal, political, or pay-related reasons.

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Netflix is staffing up an apparent AI animation studio called INKubator

According to several public job listings, streaming giant Netflix appears to be building a GenAI animation studio called INKubator.

First reported by journalist Janko Roettgers in the Lowpass newsletter, INKubator seems to have launched in March and aims to “develop feature-quality content in a creator-led environment.”

As Lowpass reports, INKubator appears focused on AI-generated short-form animation, but listings imply ambitions toward longer-form content. Netflix didn’t immediately respond to a request for comment.

INKubator wouldn’t be Netflix’s first foray into AI. Back in March, it acquired Ben Affleck’s AI filmmaking startup InterPositive — which trains on individual films’ already-shot footage — for as much as $600 million depending on certain targets.

Netflix’s potential future AI-generated animations could be served to an increasingly ad-packed streaming service. At Netflix’s Upfront presentation on Wednesday, the company said its ad-supported tier has now reached 250 million subscribers globally, up 31% from November.

As Lowpass reports, INKubator appears focused on AI-generated short-form animation, but listings imply ambitions toward longer-form content. Netflix didn’t immediately respond to a request for comment.

INKubator wouldn’t be Netflix’s first foray into AI. Back in March, it acquired Ben Affleck’s AI filmmaking startup InterPositive — which trains on individual films’ already-shot footage — for as much as $600 million depending on certain targets.

Netflix’s potential future AI-generated animations could be served to an increasingly ad-packed streaming service. At Netflix’s Upfront presentation on Wednesday, the company said its ad-supported tier has now reached 250 million subscribers globally, up 31% from November.

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Saleah Blancaflor

Netflix confirms a “KPop Demon Hunters” world concert tour is on the way

Netflix has a “Golden” mine and it's digging deeper.

At its fourth annual TV Upfront presentation on Wednesday, Netflix President of Advertising Amy Reinhard announced a partnership with AEG Presents to create a “KPop Demon Hunters” world tour that will bring the phenomenon to life.

In March, Bloomberg previously reported Netflix was planning a global world tour sometime next year ahead of the sequel in arenas that would hold 10,000 to 20,000 fans, though the news had not been confirmed by the company nor had a partner been in place at the time. 

“KPop Demon Hunters” is Netflix’s most watched film of all time, racking up 481.6 million views globally during the second half of 2025. Since its release, the HUNTR/X trio of Ejae, Audrey Nuna, and Rei Ami has appeared and performed at several major events including late-night talk shows, award ceremonies, and most recently at Coachella, where they were a surprise guest for Katseye. It hasn’t been confirmed whether the trio will be on the tour.

The announcement of the tour comes after Netflix co-CEO Ted Sarandos shared in a recent blog post that the company spent $135 billion on licensing and original film and TV over the last 10 years.

This year, Netflix has a projected content spend of $20 billion, up 10% year over year, while its annual revenue forecast is between $50.7 billion and $51.7 billion. The streaming giant has brought in more than $46 billion in profit over the past decade.

Netflix said more details around cities and tickets for the concert tour are expected to come out later this year.

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