According to a recently published report by the consulting firm Horowitz, one-third of US viewers either borrow login credentials or share the costs of at least one streaming service. Six out of ten viewers have no ethical qualms when sharing passwords.
A few months in after registering a spike in sign-ups following the password sharing crackdown in the United States, Netflix subscriber growth has continued, Antenna revealed in its latest report.
Since alerting subscribers in the United States that it would begin to curb password sharing on May 23, 2023, Netflix has had the four single largest days of US user acquisition in the last four and a half years, according to Antenna.
This week, Netflix announced its plans to further crackdown on password sharing outside of the subscriber’s own households, a move that, according to Ampere Analysis, could still drive a long-term positive revenue impact for the streamer.