Parks Finds 16% of US Broadband Households Acknowledge Sharing Video-Account Passwords
Sixteen percent of U.S. broadband households acknowledge sharing passwords for video service accounts, blogged Parks Associates Wednesday. Fewer than a third are willing to use a non-password authentication method such as voice or thumbprint, vs. 54 percent willing or very…
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willing to use the password method once and save it on a device, Parks said. “The password concept is ingrained in consumers' conception of the online video experience," said analyst Billy Nayden. The push to quash sharing is driving initiatives to “grade” interactions based on prior user behavior, using data points such as geography, time and watching behavior, Nayden said. “The authentication process will become virtually invisible to users, except when they attempt to access services outside their normal behavior.” He noted "poor experiences with authentication and personalization technologies will drive consumers back to traditional methods and increase churn for video services.”