With streaming services like Netflix and Hulu Plus on the rise (such as Netflix announcing that its second-quarter revenue exceeded estimates at $1.64 billion), tech giants are competing to enhance the streaming experience, revolutionizing the way we watch TV.

It’s clear that this is a step in the right direction, according to a report from Google regarding engagement via Chromecast that revealed users transmitting media to their TVs watch 50% more video than the average mobile app user. Chromecast, along with competitors such as Apple TV, Roku, and Amazon Fire TV, represents another huge push toward digital streaming over regularly scheduled programming, which could mean the end of TV as we know it now.

Earlier this year, The Artifice reported that more than 40% of American homes used a streaming service as of the fall of 2014, which shows that the demand for “on-demand” services has increased dramatically and is becoming rapidly integrated with the average consumer lifestyle.

What Sparks Our Fire: Data that shows how a consumer preference shift and new technology is changing the traditional pastime of watching television

When asked to comment on Netflix’s new logo, here’s what Marc Sampogna had to say…

I like the new Netflix’s logo design versus the old. It’s more contemporary and certainly updates the brand substantially. However, a brand such as Netflix isn’t in need for a dramatic makeover because they are so engrained in our culture. The name itself is synonymous with streaming video, therefore, any change to the logo would have an incremental effect on how consumers view the brand.

Personally, I’m more interested in seeing the next big thing from Netflix. They’re tackling the production space with hits like House of Cards and Orange is the New Black, but what’s next? Will they move into creating their own line of electronic hardware, such as televisions or smartphones? If Amazon is thinking about doing it, then I’m sure Netflix is too. Either way, I remain a loyal Netflix user, and will continue to regardless of a good or bad logo redesign.