More Than 80 Percent of 13- to 24-Year-Olds Shared or Used Someone Else’s Streaming Service Password, Study Finds

Password sharing has been a thorn in a side for streaming services. With most platforms allowing simultaneous streams, there is simply no way of telling how many people are streaming content through someone else’s account. Now, a new study is showing that users in the 13- to 24-year-old demographic have the highest percentage of password sharing.

According to Hub Entertainment Research’s newly released study titled, “Video Redefined,” more than 80 percent of 13- to 24-year-olds have either given out or used someone else’s online TV password, with 64 percent admitting to have been the ones sharing. In comparison, only 16 percent of users in the 35 and older age group have given out their passwords.

The study also found that Netflix is the top biller when it comes to services most likely to have their passwords shared, with 56 percent of all 13- to 24-year-olds saying they have give out their passwords. Though Disney+ just came out only two months ago, it’s taken the second spot, with 31 percent of users in the same demographic admitting to giving their credentials. Hulu came in third with 30 percent, followed by Apple TV+ with 17 percent and Amazon with 14 percent.

“Online streaming platforms must love it when one of their original shows generates massive buzz. After all, what better way to attract new subscribers than by offering hugely popular shows you can’t watch anywhere else?” said Peter Fondulas, principal at Hub and co-author of the study. “But when popularity and exclusivity are combined with often ambiguous, even sometimes nonexistent, rules about legitimate use, it’s almost an invitation to subscribers to share the enjoyment with friends and family. Wall Street has already made its displeasure clear, but in spite of that, password sharing is still very much alive and well.”

“Video Redefined” also found that while 42 percent of all consumers have used someone else’s login info to stream, that number spikes to 78 percent when speaking specifically to 13- to 24-year-olds. Netflix once again comes in at number one with 69 percent of 13 to 24-year-old respondents saying they used someone else’s password). Hulu comes in at 59 percent, and Amazon and Disney+ both at 53 percent.