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Parks: OTT account-sharing tops 11%

May 15, 2015

A full 11% of US households are using other people’s accounts (i.e. are unpaid consumers) for digital video.

Digital media consumer research from Parks Associates reports that while 57% of US broadband households access an over-the-top (OTT) video subscription, account sharing is a lingering challenge. The research shows that 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," said Brett Sappington, director of research, Parks Associates. "Account sharing is part of the larger problem in monetising the strong consumer demand for OTT content.”

From the article "Parks: OTT account-sharing tops 11%" by Michelle Clancy.

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