One-Third Of U.S. Netflix Subscribers Share Their Passwords, Survey Finds
29.03.2022 - 20:27
/ deadline.com
About one-third of U.S. subscribers to Netflix share their login credentials with others, according to new data from Leichtman Research Group.
The research firm’s online survey of 4,400 consumers confirms the company’s own conclusions in recent years. While 64% of respondents said they pay for and use Netflix only in their own household, 33% indicate some form of sharing. (The remaining 3% are households whose Netflix comes packaged via other subscriptions.)
Netflix has about 74 million subscribers in the U.S. and Canada and has penetrated nearly 70% of U.S. broadband homes. With subscription growth flattening in the region of late, Netflix has recently phased in rate increases in order to continue funding its $18 billion in annual programming spending.
The streaming giant has also made some moves to crack down on password sharing, which costs the company billions in lost revenue. The process is delicate, though, because no guardrails have been in place as the company has grown into a foundational part of the media landscape. There is no small degree of risk in taking actions that could be seen as too punitive on customers.
Earlier this month, Netflix announced a test of monthly fees for password-sharing in three territories outside of the U.S. The rise of password sharing between households, a blog post explained, is “impacting our ability to invest in great new TV and films for our members.”
The password conundrum, of course, faces all streaming players. Newer Netflix challengers like Disney+ and HBO Max have taken a fairly laissez-faire approach to sharing, as have incumbents Amazon Prime Video and Hulu. But with programming costs ballooning, companies appear to be edging closer toward taking a stand. Netflix co-CEO Reed
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