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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

Stocks Focus in Frontline Brokers- AT&T, Inc. (NYSE:T), Square, Inc. (NYSE:SQ)

“As far as a timeline, three to five years seems a little aggressive,” stated Glenn Hower, an OTT analyst at Dallas-based market research firm Parks Associates. “I don’t think it’s possible.” From...

Pay TV Soars In Spanish-Language Homes

Among bilingual Spanish-language households with broadband internet, 89 percent subscribe to a pay-TV service, according to a new report from Parks Associates. That compares to 84 percent of all U.S....

YouTube Premium No Longer Among Top 10 Streaming Services in the US

The Parks Associates — a market research and consulting company — released an updated version of its top 10 subscription over-the-top (OTT) video services in the U.S. market Wednesday morning. And...

Millennials are the generation most likely to use another person's Netflix account, with 18 percent admitting to illegal streaming, survey finds

The move is expected to recoup major money for the video streaming giant: a separate report from Parks Associates found that by 2021, credentials sharing will account for $9.9 billion of losses in pay...

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