Credential sharing is a common consumer behavior and its impact on streaming video providers is significant. A recent Cartesian survey of streaming video service users found that 22% of US residents admit to using credentials obtained from someone outside their household to access video content without paying for it. The problem is even greater among younger generations, as 42% of those aged 18-24 years report using shared credentials to watch content for free.
The Threat of Credential Sharing & Theft
These numbers are daunting, but there’s a potential upside – streaming video providers have as many as 46 million engaged viewers who are not paying for their service today that could be targeted. While this sounds like a challenging sales proposition, consumer sentiment is encouraging: 56% of US residents who reported using shared credentials also indicated they would be willing to pay if their free access no longer worked. Capturing this opportunity will require providers to navigate a tricky balance. How do you prevent credential sharing and theft outside the household, without negatively affecting the experience for paying users?
This research from Cartesian will help providers understand the impact of credential sharing on their business and understand ways they can respond to it effectively.