16% of U.S. Households Share Streaming Video Passwords: Parks Associates

These days, many of us are more than happy to share the Netflix password with the entire family. A new report from Parks Associates has found that 16 percent of U.S. broadband households share account passwords for online video services like Amazon Prime and Hulu.

“Innovations in Authentication and Personalization Technologies” goes on to suggest that that represents a cultural challenge for the biometrics industry. Fifty-four percent of consumers are willing to store password information on a device, even though the majority – a full 62 percent – are “very concerned” about the prospect of a hack and the subsequent theft of personal information.

“Passwords represent risk for both users and service providers, but the password concept is ingrained in consumers’ conception of the online video experience,” said Billy Nayden, a Research Analyst with Parks Associates.

In other words, many people are still wary of newer technologies like facial recognition, and passwords seem like they’re more convenient. Nayden argues that anyone looking to introduce more secure forms of biometric authentication needs to overcome that barrier in a way that will make everyday consumers feel more comfortable with the technology.

“The industry needs to deliver a frictionless user experience,” Nayden said. “Poor experiences with authentication and personalization technologies will drive consumers back to traditional methods.”

January 18, 2019 – by Eric Weiss