Key findings:
- Nearly 1 in 7 video streaming service subscribers share passwords.
- Cracking down on password sharing shows signs of backfiring, as only a small minority of users plan on paying for an individual subscription.
- Netflix and other streaming services see strong demand for cheaper, ad-supported plans.
- According to a conjoint analysis, monthly price and flexibility in number of users included in a streaming plan drive preference for streaming service plans, with advertisements and exclusive content seeing little impact.
- Awareness of and demand for 5G is highest in the U.S., while Ireland falls behind in adoption.
Cracking down on password sharing shows signs of backfiring
Across all markets, nearly 1 in 7 video streaming service subscribers share passwords instead of paying for their own subscription or joining a group or family plan, a trend seen across all streaming services, including Netflix. Among those who share account details with others, a majority share with more than 1 user.
Plans to increase subscriber counts by cracking down on password sharing may backfire: only a small minority of users who access a streaming service are planning on signing up for their own individual accounts if their main streaming service provider prohibited account sharing.
- In the U.S., 15% plan on paying for an individual subscription, and 29% joining a family plan. Nearly 3 in 5 (57%) plan on switching to another streaming service plan that allows password sharing (33%) or plan to leave the plan altogether (23%).
- Users in the UK and Netherlands are more open to paying for an individual plan (22% and 25% respectively), with less than half (41% and 46%) expecting to jump ship to another service or leaving the service.
Consumers show strong demand for cheaper, ad-supported plans
Streaming services may see greater success by offering greater flexibility in their plans, as multiple providers (Disney+, Netflix) consider lower-priced subscription plans supported by advertisements. Nearly half of all subscribers in the U.S. (45%), Netherlands (46%) and Ireland (44%) say they are likely to switch to a cheaper, ad-support plan if available. Subscribers of both Netflix and other streaming services see similar levels of demand for such offerings.
Ads have little impact on consumer preferences for streaming service plans
Despite the original premise of delivering content without advertisements, results from a Conjoint analysis show that advertisements have much less impact on consumer preference for a streaming service plan: the monthly price of the plan and the number of users included in a plan far outweigh both exclusive content and the presence of advertisements when choosing a plan.
Global adoption of 5G continues to increase
Awareness of and demand for 5G exceeds 50% in all markets, led by the U.S. More than 2 in 3 (71%) U.S. adults are familiar with the technology, compared to 64% in the UK, 57% in the Netherlands, and 61% in Ireland. Similarly, 5G has become a standard expectation for cell phone service plans and devices.
Read more about our polling methodology here.
