Consumers Share Subscriptions; AI Reveals Biological Age
The escalating cost of digital subscriptions is prompting a creative redefinition of “family” among American consumers, who are increasingly sharing passwords and plans with friends, neighbors, and even strangers to mitigate expenses. This trend marks a significant departure from traditional household sharing, driven by the growing financial burden of multiple monthly services.
According to Business Insider’s senior correspondent Emily Stewart, the average US consumer now subscribes to approximately five video streaming services each month. This proliferation of subscriptions, coupled with their increasing individual costs, has led many to seek innovative methods to “game the system,” as Stewart puts it. For some, this means extending trust beyond immediate family members. One individual, for instance, openly admitted to sharing a Nintendo Switch Online subscription with complete strangers discovered via Reddit, highlighting the lengths to which consumers are willing to go for affordability. Similarly, Nicole Nikolich recounted her decision to split a phone plan with her roommate, a move that has “literally save[d] so much money” and operated “smooth sailing for years.”
This widespread practice of password sharing, initially tolerated and perhaps even encouraged by companies like Netflix and Disney as a way to onboard new users, is now facing a concerted crackdown. Streaming giants, having established their subscriber bases, are beginning to enforce stricter terms of service. HBO Max, for example, has already signaled its intent to prompt users to pay for their own accounts, with WBD streaming head JB Perrette confirming that “users will actually start to see some messaging” advising them to subscribe independently.
Conversely, not all companies are adopting such a rigid stance. AT&T, a major telecommunications provider, appears more amenable to flexible interpretations of “family” when it comes to their plans. A company spokesperson indicated that “families can mean a lot of different things,” reflecting a more customer-centric approach. In a move that further validates this expanded sharing model, AT&T has even introduced a new tool designed to facilitate easier payment splitting among diverse groups of users.
Ultimately, the evolving landscape of digital subscriptions suggests that affordability in the modern era often requires a collective effort. Whether through a close-knit group chat or a broader network of trusted connections, sharing resources has become a pragmatic necessity for many Americans navigating the ever-growing array of digital services.