According to new digital media consumer research from Parks Associates, 11%of Netflix subscribers, 10% of Hulu Plus subscribers, and 5% of Amazon Prime Instant Video subscribers are using an account paid for by someone else.
Account sharing is highest among younger households, where 22% of those 18-24 who use an OTT service use a subscription paid by someone outside of their household. This OTT account-sharing research includes OTT services that are independent of pay-TV services.
“OTT video accounts for a disproportionate amount of content consumed when compared to expenditure—over one-third of video consumed per week is OTT, but it is only 9% of the household video budget,” comments Brett Sappington, Director of Research, Parks Associates. “Account sharing is part of the larger problem in monetizing the strong consumer demand for OTT content. At CONNECTIONS (May 19-21 in San Francisco), we will discuss security of content services as well as the unique shifts in OTT consumption and revenues.”