The 2018 Magid Video Entertainment Survey, which included 2,000 Americans from the ages of 8 to 64, showed that when it comes to millennials, 26 percent of the group uses the password from someone else’s account to watch shows on a streaming TV service such as Netflix, Hulu, or Amazon Prime Video. Magid defines millennials as consumers between the ages of 22 and 40.
But, even more than millennials, those in the 18-to-21 age bracket like to stream their TV shows with the password of someone paying for the service, with 27 percent of the group, which Magid calls “Adult Plurals,” doing so.
Jill Rosengard Hill, of Magid, said the high rate of streaming TV password sharing among millennials is indicative of what she called the “shared economy,” in which participants of a group try to save money and help out their friends at the same time.
“For them, it’s no different than having their parents pay for their insurance or their cell phone,” Hill said.
“What many do is: Someone will subscribe to Netflix, while someone else will subscribe to Hulu, and they will swap passwords with each other. That way, they can say they are each paying for something.”
Hill said the concept of password sharing is definitely more in vogue with younger streaming TV viewers.
“How much money is it worth?” asked Hill.
“It’s really hard to say. But it’s going to be a bigger question as more and more streaming TV services become available.”