US households increasingly share passwords for online video accounts | Security | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Justifying the efforts of video technology firms to rectify the problem, research from Parks Associates has found that 16% of US broadband households admit to sharing their passwords for their video service accounts with other people.

Parks passwords 19Jan2019Parks believes that new personal identification and authentication technologies have the potential to transform the way that entertainment services are delivered, accessed, and experienced. These technologies offer a high level of security, often incorporating biometrics, such as voice, fingerprint, iris or retinal features, and facial characteristics. They also have the potential to support truly personalised entertainment experiences.

Yet the Parks Innovations in Authentication and Personalisation Technologies report suggests that service providers will have a difficult time moving subscribers to new methods of password-free authentication. Parks found that only a third or fewer of US broadband households are willing to use a non-password authentication method such as voice or thumbprint, while 54% of US broadband households are willing or very willing to enter a username and password once and save it on a device.

“Passwords represent risk for both users and service providers due to piracy and password sharing, but the password concept is ingrained in consumers' conception of the online video experience,” said Billy Nayden, research analyst, Parks Associates. “The push to staunch password sharing and piracy is driving initiatives where each interaction is graded based on prior user behaviour, using data points like geography, time, and watching behaviour.

“To drive adoption of new authentication methods, the industry needs to deliver a frictionless user experience, bringing a more personalised approach to authentication in addition to increased security. Poor experiences with authentication and personalisation technologies will drive consumers back to traditional methods and increase churn for video services. The smartphone will be one of the gateway devices toward a more biometric approach to user authentication-the top 15 smartphone models in the US all have some form of biometric technology."

In the Innovations in Authentication and Personalisation Technologies report Innovations in Authentication and Personalisation Technologies report, Parks cites the practice of grading as one which could ensure that interactions that need a high level of security receive it while routine interactions allow users a frictionless experience. In general Parks feels that the authentication process will become virtually invisible to users, except when they attempt to access services outside their normal behaviour.