Thinking of Netflix as the new TV network Study: On-demand service would rank No. 15 among all TV households and No. 2, second only to CBS, among Netflix households   Big trend of 2012: Adapting to hard times The protracted recession will push people and organizations to rethink lifestyle choices. Talking with JWT trendster Ann Mack.   New trend: A drop in TV households The number of households with TV sets will decline in 2012 as more Americans turn to other devices, most notably young people   For Millennials, TV just isn't that important Nearly three quarters of college kids could imagine life without television. Music's a different story. Talking with Ypulse's Melanie Shreffler.   The bigger TV story, beyond ratings Call it the buzz factor: The chatter a show generates across the internet. Speaking with General Sentiment's Dylan Coughtrey.   The high cost of the recession for brands American consumers are buying more generic products at the expense of the big names. Talking with comScore's Doug Crang.   The big threat to TV that isn't: DVRs A full 90 percent of television viewing is still live, even as penetration has grown to 44 percent. Talking with Leichtman Research's Bruce Leichtman.   Which media folks turn to for what The medium depends on the subject, and it turns out most don't have one favorite outlet. Talking with Pew's Tom Rosenstiel.   Behind the growing urge to cut the cord Seven percent have already dropped their cable or satellite, and 17 percent would be willing to. Talking with OMD's Robert D'Asaro.   Study: Netflix is a growing threat to TV Nearly a third of streamers likely to cut back on pay TV, double the number a year ago, and more are likely to cut the cord entirely next >>