Many young people under 30 are sharing streaming service passwords, with 47% borrowing a login from someone outside their household.
Netflix started a crackdown on password sharing with success, followed by Disney+ and HBO Max, but some companies like Paramount and Apple haven't implemented it yet.
Hollywood sees both annoyance and opportunity in targeting freeloaders as they aim to increase paying subscribers and drive growth.
Despite crackdowns, there's room for greater enforcement as some younger viewers may still resist paying for their own subscriptions, potentially leading to a shift towards ad-supported tiers.