A full 11 per cent of US households are using other people’s accounts for digital video. Digital media consumer research from Parks Associates recently reported that while 57 per cent of US broadband households access an over-the-top (OTT) video subscription, account sharing is a lingering challenge. The research shows that 11 per cent of Netflix subscribers, 10 per cent of Hulu Plus subscribers and five per cent of Amazon Prime Instant Video subscribers are using an account paid for by someone else. “OTT video accounts for a disproportionate amount of content consumed when compared to expenditure — over one-third of video consumed per week is OTT, but it is only nine per cent of the household video budget,” said Brett Sappington, director of research, Parks Associates.
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