New data from Mediavision, an analysis and market consulting firm based in Sweden serving the Nordic media and telecom industry, finds that password sharing is a huge problem in that region.
Across all Nordic countries, up to 40% of SVOD subscribers “admit to sharing a password to a standalone SVOD service with someone outside the household. Shared passwords are especially common among the young, as high as up to 60% among 15-24. Sharing also clearly increases with stacking – the higher stacking, the more sharing.”
Why it matters
Mediavision estimates – theoretically – that if all Nordic households sharing access to SVOD services were to pay instead, about €250 million in otherwise lost revenue could be recovered. However, Mediavision also wonders whether piracy also constitutes free promotion for creative professionals that could translate into legitimate revenue later.