25% Of U.S. Streaming Consumers Shared Passwords, Watched Pirated Content In Last Year

According to new research, 25% of streaming video platforms users are either using someone’s passwords or have watched pirated shows in the previous 12 months.

A Deloitte Digital Media report shows that 15% of streaming users borrow passwords, compared to 7% who watch pirated shows or movies and 4% who do both.

Password borrowers' primary focus --35% of respondents -- is saving money, while 40% of pirated content users do so to have quick access to content no matter where it is distributed.

Churn rates for those who focus on pirated content is also higher, at 62%. All those who focus on this content -- 46% -- would prefer to pay for individual shows and movies. A smaller percentage of those seeking pirated content -- 18% -- cite a desire to save money.

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Other research examining overall churn in the streaming industry shows that consumers continue to cancel and then return some time later -- based on when fresh new seasons of individual shows are available.

Analysis of the research shows that original subscription-based video streaming services -- ad-free platforms -- might be better served to reduce monthly consumer costs to lower churn. 

At the same time, they say password borrowers and pirated users are more likely to use free, ad-supported streaming TV -- so called FAST services (free, ad-supported streaming TV). This results in lower churn.

The research, released in October, comes from 518 consumers who have used someone else's password in the last 12 months and 250 consumers who have watched pirated TV movies or content.

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