When it comes to streaming subscriptions, it’s a sharing economy.
This August, Hub Entertainment Research’s TV Redefined study surveyed 1,608 US consumers with broadband who watch at least five hours of TV weekly. Hub found that over one-third (35%) of viewers aged 16 to 74 “have used the login credentials of someone outside their home to access TV shows online.” What’s more, 33% of streaming subscribers have given their password to someone “outside their household.”
Hub reports that sharing “is much more common among younger consumers,” with 56% of those in the 18-34 age range having watched using someone else’s account, and 47% having shared their password.
The most popularly shared streaming service is Netflix at 63%, followed by HBO Now (34%), Amazon (32%) and Hulu (28%).
Hub’s conclusion? Good for streamers, not so good for their investors.
“If you’re an online TV service provider, the popularity of password sharing could be interpreted as good news, since it helps expose one’s platform to more consumers who might subscribe in the future,” said Peter Fondulas from Hub, who co-authored the study. “But your opinion might be different if you’re an investor worried about these services leaving money on the table.”
For more information, visit Hub Entertainment Research.
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