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Over a third share HBO NOW, other streaming passwords

It makes sense for the phenomenon to be so widespread: after all, why would two roommates or family members or even good friends have separate video streaming accounts when they can share a subscription? But, this 'mooching' phenomenon can eat into subscriber growth and profit.

The password-sharing number, from a USA Today poll, dovetails with a recent survey from Parks Associates that found such credential-sharing costs over-the-top (OTT) providers $500 million in revenue this year.

Parks found that 6% of US broadband households use an OTT video service that is paid by a person living outside of the household, but that number increases among millennials: 20% of OTT users aged 18-24 use an OTT video service paid by someone outside the home, the highest of any age group. Only 10% of OTT subscribers 25-34 admit to this behaviour.

Glenn Hower, research analyst at Parks Associates, commented: "Credential-sharing has a measurable impact on video services, particularly in the OTT video service area, where young subscribers are active. The impact on OTT video revenues is especially troublesome as OTT providers are investing large sums of money to boost their original content offerings."

From the article "Over a third share HBO NOW, other streaming passwords" by Michelle Clancy.
 

Previously In The News

Top 10 IoT trends for 2017

A new study released by Parks Associates this year revealed wearables and smart watches are expanding as healthcare tools are integrated more with other IoT applications. According to the report, w...

Study: IoT Users May Become Comfortable With Sharing Device Data, For A Price

A Parks Associates study has found that over a quarter of respondents would become more comfortable sharing their data if their devices would "automatically register for warranties and check warranty...

Total Number Of IoT Devices To Reach 46 Billion By 2021: Research

"Online giants have the scale and technology to take risks in new areas of innovation," said Parks Associates. "In some cases, these innovations are transforming whole sectors of the connected home."...

Almost One Third Of US Homes Have Multiple Streaming Subscriptions

New numbers from Parks Associates Research Group show that not only is streaming on the rise, but one streaming service isn’t enough for many homes. Among US homes that have broadband, over 30% sub...

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