Sharing passwords is a hard habit to die. One of the practices that Netflix has decided to fight – after years spent promoting it – it seems to be well rooted in users' habits. About 10% still share their credentials with non-subscribing friends and/or relatives, according to a new study. But the problem does not only concern Netflix and indeed it also extends to Disney+, Amazon Prime Video and others.
Netflix: 26 million users do not pay for their subscriptions. Research
The study, conducted by Leichtman Research Group and reported by IndieWire, tells of a scenario that perpetuates itself over time. If it is true that Netflix's new policies regarding password sharing – implemented since 2022 and in Europe since the beginning of last year – seem to be working (the total percentage is decreasing compared to previous years), it is equally true that 10% of the 260 million active users on the platform is 26 million. In other words, 26 million accounts that the streaming company is not monetizing. The first results of the new struggle, however, seemed encouraging; despite the threat of a boycott, the company instead recorded a growth in paying users of almost 6 million people.
Furthermore, the research went further. The practice is more widespread than you might think. In the global on-demand entertainment services market, nearly a quarter of users – 23% – are password geeks. While services like Amazon Prime Video don't explicitly ban the practice, others – like Disney+ – are decidedly less tolerant about the issue.