Just days after Netflix said it was going to crack down on login/password sharing, a new survey of 1,000 adults from Red Points, an ad intelligence/brand protection company, shows 40% have resold login details/passwords for their streaming services; 58% paid for them online; and 66% of 18-30s purchased access to login details/passwords online.
Where does one sell them? Nearly 70% resell stuff on social media, 64% on ecommerce websites, 56% on marketplaces and 56% on end-to-end encrypted messaging sites.
The bottom line: Not only are people seeking the lowest-priced streaming services -- especially those low-cost,no-cost ad-supported platforms -- but as a side hustle, they are selling personal data from their subscription video on demand services.
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How valuable is your personal data, including the type of TV shows you watch? Marketers of all types want to know -- it helps with the critical first-party data they collect. But it also includes many other parties -- ad-supported and otherwise.
Consider all the server information streaming platforms collect -- ad-supported and pure subscription stuff. We know Netflix, Amazon, Roku and others relish in this first-party data for a number of reasons.
Perhaps selling personal digital entertainment is just around the corner. Maybe users could sell off their real-time general activity when it comes to an afternoon of browsing Twitter, SnapChat or Instagram. Perhaps in selective value daytime and prime-time situations, this could be a money maker.
Maybe just ruminating time spent -- via online search -- whether to add more new streaming services could be a thing, too.
And if I’m planning a detailed, long post on Facebook, can I get a sponsor? Wait! Am I now a true content provider? Even better, maybe I can get Disney+ to pay me for watching “WandaVision.”