The news: As Netflix recently announced measures to crack down on password sharing, new research points to the impact this effort could have on the platform and the streaming world at large.
Sizing up the problem: How widespread is password sharing? Estimates vary as to the exact number of subscribers who do this.
- 50.7% of subscribers share their password with someone outside of their household, a violation of Netflix policy, according to a study of US-based Netflix subscribers by time2play.
- That figure is 33%, according to a new Leichtman Research Group study.
- 18% of US Netflix subscribers said they share streaming service passwords with other households in a 2021 study by Interpret/VideoWatch; it also found that 9% shared the expense of a streaming subscription (and the password) with another family.
More on this: The time2play study also revealed:
- The average subscriber sharing a password does so with 2.3 people living outside the household.
- 79% of those using someone else’s password wouldn’t get their own account if Netflix were to ban password sharing.
- 28.8% of Netflix watchers also report using illegal sources for viewing.
- The study includes a state-by-state breakdown to show where residents are most likely to use someone else’s Netflix password, with Utah, Tennessee, and Kansas as the most ethical states, and Ohio, Illinois, and Massachusetts the most likely to illegally share an account.