Recent research by Parks Associates has shown that potentially 11% of US households using over-the-top (OTT) video services are exclusively using accounts paid for by someone outside of their home.The research paints a positive picture in terms of the popularity of on-demand services such as Netflix and Amazon Prime, showing that almost 60% of households in the US are regularly accessing OTT subscriptions.But in terms of hours consumed versus dollars spent the 'lingering challenge' of account sharing might start to be a cause for concern to the big streaming companies.It's not just Netflix that has this issue, though it is hit the hardest. With 11% of its users using an account paid for by someone else, Hulu Plus is seeing account sharing totalling 10% of its users and Amazon Prime sits at 5%.Unsurprisingly it's in the younger households where account sharing is most prevalent. Y'know, for kids...Of 18-24s using an OTT service 22% aren't the ones paying for it. That makes total sense w ...
