Morning Consult conducted a survey of 2,200 adults on subscriptions and streaming services like Netflix and Hulu. The results revealed that contrary to popular belief, most people (63 percent) do not share their streaming accounts. However, people that do are most likely to be young. Over half (56 percent) of 18- to 29-year-olds said they share their passwords.
Netflix was the most popular streaming service. Of the 37 percent of adults that said they share at least one account, the vast majority (85 percent) said they shared their Netflix password. The second most popular account in terms of sharing was Amazon Prime video; 40 percent of respondents said they shared this account. YouTube TV was the third most popular account to share; 21 percent said they shared the login credentials to this account.
Respondents were asked if they would pay to stream if sharing was off the table. Fifty-eight percent of people who said they share an account said they would subscribe to the service on their own if they were unable to access it through sharing. There was variation by age group. Individuals ages 30-44 were more likely to say they would pay (67 percent). Individuals aged 55-64 were the second most likely to say they would pay (59 percent). In addition, 54 percent of individuals 18-29, 52 percent of individuals 45-54, and 50 percent of individuals 65+ said they would pay.
Respondents were also asked about piracy. The results revealed that 89 percent of those surveyed said that they do not pirate movies, TV shows, or music. Forty-six percent said they considered it to be theft, whereas 35 percent did not. Younger individuals were less likely to view piracy as theft. Of individuals 19-29, 34 percent said they did see pirating media content as left, while 44 percent said they do not consider it to be theft.
Finally, respondents were asked about watching pirated content. Forty-three percent of all respondents said they would be uncomfortable watching pirated content. A quarter (25 percent) said they would be comfortable. Just over half (52 percent) of respondents said even if they had access to a leaked show or movie, they would wait until it was released to see it.