Netflix password sharing crackdown paying off in US, 10% still share

New data from Leichtman Research Group shows that password sharing continues to be an issue for direct-to-consumer services, but efforts by Netflix to implement paid sharing appear to be paying off in the U.S.

According to LRG’s Internet-Delivered TV Services 2024 study, 10% of U.S. adults with Netflix borrow the service from someone else. While still a sizable percentage, it’s an improvement from the 15% that shared the service in 2022, prior to Netflix’s password sharing crackdown, as well as the 14% that shared in 2020 and 16% who borrowed Netflix in 2018, per LRG.

Prior to rolling out paid sharing Netflix in 2022 estimated around 100 million users globally (including 30 million in the U.S. and Canada) were accessing the service without paying for their own account. Since cracking down in May 2023, Netflix has marked success with subscriber growth, and indicated a gradual ramp for business benefits from paid sharing. StreamTV Insider