A new study conducted by Fluent shows a majority of Americans are sharing passwords to their streaming video services. While millennials lead the pack, non-millennials are doing the same. Streaming Observer reports: Nearly 3 out of every 4 (72% exactly) Americans who have cable also have access to at least one streaming service and 8% of cable subscribers plan to eliminate their service in the next year. But that doesn’t necessarily mean they’re paying for their streaming service. New numbers from a study conducted by Fluent show that the majority of Americans are sharing passwords to their streaming video services. Well over half of millennials (aged 18-34) — 60% — are either using someone someone else’s password or giving their password to someone else. And just under half — 48% — of non-millennials are doing the same. The study also revealed that the main factor in what drives consumers to sign up for streaming video services is price, with 34% of Americans saying that low cost was the primary factor. That number jumps to 38% among millennials. When you take in to account that some streaming TV services start with prices as low as $20, it makes sense that price is the biggest issue. Convenience was the next biggest factor, coming in at just below 25%.
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