Of the 2,500 American households surveyed as part of research* conducted by Leichtman Research Group, 10% confessed to still sharing their Netflix account with others. — AFP Relaxnews
Despite the streaming giant's efforts to discourage its users from sharing their passwords, some die-hard subscribers are still resisting this policy. According to one study, one in ten North American households still engage in password sharing.
Of the 2,500 American households surveyed as part of research* conducted by Leichtman Research Group, 10% confessed to still sharing their Netflix account with others. A proportion decreasing compared with 2022 (15%), 2020 (14%) and 2018 (16%), as the report points out.
It was in May 2023 that Netflix launched its new offer, proposing account sharing for a fee amounting to US$7.99 per month in the US to activate the "additional subscriber" option.
Now, 88% of American households have at least one SVOD service, according to the Leichtman study, and 53% have four or more DTC (direct-to-consumer) streaming services, such as Netflix, Disney+, Prime Video.
Still according to the survey, while the majority (73%) of DTC services are not shared with anyone outside the household, 23% of subscriptions are used in more than one household. Of these, 11% "are used and paid for by those that also share them with someone outside the household", 10% "are used in one household but are borrowed from another household that is paying for the service" and 2% "are used by multiple households that share costs".
Meanwhile, 22% of online TV services (vMVPD) are shared between several households. Of these shared services, 8% are paid for entirely by someone outside the household using them. This means that some people use online TV services paid for by others, without contributing to the costs.
"Password sharing continues to be prevalent throughout the streaming video industry, despite recent efforts to limit it. This study found that 10% of all DTC services are borrowed from someone else, down from 12% in 2022," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "Overall, 20% of households have at least one DTC service that is paid for by another household."
On average, 18- to 44-year-olds have 5.1 DTC services, compared with four for 45- to 54-year-olds and 2.8 for over-55s. Young people are the most likely to access streaming platforms without paying for them directly. In fact, among 18- to 34-year-olds, 17% of all DTC services are fully paid for by someone else, compared to 7% for ages 35+.
Some 72% of subscribers to vMVPD (Virtual Multichannel Video Programming Distributor) streaming services are satisfied with these platforms. This compares with 79% in 2022, 76% in 2020 and 69% in 2018. The ever-increasing cost of subscriptions is often cited as the primary reason. – AFP Relaxnews
*These results are based on an online survey of 2,546 US households, and are part of a new LRG study entitled 'Internet-Delivered TV Services 2024'.
