Around 28% of Netflix users share their username and password with individuals outside their home, according to the latest iteration of an annual study published by Leichtman Research Group.
The research company’s yearly study of U.S. SVOD usage found that only 22% of Hulu customers say they share their password, and only 10% of Amazon Prime users admit to sharing authentication.
The revelation comes as subscription video on demand usage continues to grow.
The percentage of U.S. homes using at least one of the major subscription video on demand (SVOD) service is now 69%, up from 64% in July 2017, LRG said
In 2015, only 52% of homes subscribed to either Netflix, Amazon Prime or Hulu, LRG said.
Overall, 43% of U.S. homes subscribe to two or more of the major subscription streaming platforms, up 20% in three years. Of SVOD homes, 63% have more than one service, an increase of 38% since 2015.
LRG also said that 30% of U.S. adults use an SVOD every day, up from 16% in 2015.
The study found that 53% of U.S. homes now have both SVOD and pay TV, but only 25% had just the latter.
Also of note: 46% of U.S. adults report watching video every day on “non-TV” devices including mobile phones, tablets and computers.
For its Emerging Video Services XII study, LRG interviews 1,153 U.S. adults ages 18 and older.