One-Third Of U.S. Netflix Subscribers Share Their Passwords, Survey Finds
deadline.comAbout 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.
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