All this tells me is that streams aren't the cheat codes the Coli claims them to be. The Jay/Bey album and now this one tells me that we can expect to see a continued downward trend in numbers for pop artists.
Drake fans are product based as I've said before which is why there's been no lasting harm (in regards to his fanbase) from the Pusha beef. They would rather stream individual songs as opposed to buying his album when given the opportunity.
Artists like Kendrick and Cole have fanbases that are invested in both the person and product so they will get the streams and the sales. This ultimately puts them on better footing moving forward.
Drake is going to have to find away to get people invested in him as a person. I mean, we have the Drake obsessed in the Booth but those aren't translating into record sales. He needs to cultivate a fanbase that likes him for more than his last hit.