Streamers Lose Billions to Password Sharing, But ‘There’s No Easy Solution’ to the Problem

Execs balk at punitive measures as consumers swap credentials

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Geeta Bharathi, an account executive at the PR agency LaunchSquad, streams shows and movies on Amazon Prime Video, Hulu and Netflix. But she doesn’t pay for subscriptions to any of them. Instead, Bharathi uses the login information from her immediate and extended families, who have agreed to divvy up responsibility for different services and share credentials with each other.

“My parents get Hulu, my cousin’s parents get Netflix, and my sister has the Amazon Prime account,” Bharathi said.



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