Password sharing – one of the most significant threats to pay-TV companies – is said to be at its highest among the 13 to 24-year-old demographic.
A study from Hub Entertainment Research, Video Redefined, found more than 80% of the age group had either shared their own password or taken advantage of someone else’s. This compares with 16% of users aged 35 or older.
The US research sees Netflix as the service most likely to have its credentials passed on with 56% of those in the 13 to 24 year-old age admitting to pass them on. The two-month old Disney+ is already in second place on 31%, followed by Hulu (30%), Apple TV+ (17%) and Amazon (14%).
“Online streaming platforms must love it when one of their original shows generates massive buzz. After all, what better way to attract new subscribers than by offering hugely popular shows you can’t watch anywhere else?” said Peter Fondulas, who co-authored the report. “But when popularity and exclusivity are combined with often ambiguous, even sometimes non-existent, rules about legitimate use, it’s almost an invitation to subscribers to share the enjoyment with friends and family. Wall Street has already made its displeasure clear, but in spite of that, password sharing is still very much alive and well.”
Broadband TV Views: There could be a second element here, given the young age of those involved, are the youngsters actually sharing their own credentials or those paid for by their parents.
