As of December 2023, the majority of American consumers who typically accessed streaming services with a shared password were Gen Z adults, with over half of respondents saying to do so. Among millennials, this share amounted to ** percent. In total, ** percent of U.S. adults used someone else's account to access streaming services.
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eMarketer. (February 27, 2024). Share of adults accessing video streaming services through someone else's subscription in the United States as of December 2023, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/1466160/password-sharing-between-consumers-by-generation-us/
eMarketer. "Share of adults accessing video streaming services through someone else's subscription in the United States as of December 2023, by generation." Chart. February 27, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/1466160/password-sharing-between-consumers-by-generation-us/
eMarketer. (2024). Share of adults accessing video streaming services through someone else's subscription in the United States as of December 2023, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/1466160/password-sharing-between-consumers-by-generation-us/
eMarketer. "Share of Adults Accessing Video Streaming Services through Someone Else's Subscription in The United States as of December 2023, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Feb 2024, /statistics/1466160/password-sharing-between-consumers-by-generation-us/
eMarketer, Share of adults accessing video streaming services through someone else's subscription in the United States as of December 2023, by generation ÌÇÐÄÆƽâ°æ, /statistics/1466160/password-sharing-between-consumers-by-generation-us/ (last visited July 15, 2026)
Share of adults accessing video streaming services through someone else's subscription in the United States as of December 2023, by generation [Graph], eMarketer, February 27, 2024. [Online]. Available: /statistics/1466160/password-sharing-between-consumers-by-generation-us/
