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LONDON—The practice of borrowing an OTT account is occurring in one out of every seven online video households, according to research from Ampere Analysis. “Borrowing,” as defined by Ampere, is anyone who says they are using a login for a subscription online video platform from someone outside their household. This can include platforms like Netflix, Hulu or Amazon Prime Video, or sports streaming services and niche content services. The amount of people borrowing accounts has been on the rise in the last year. Ampere’s findings show that as of the first quarter in 2020, the proportion of global internet users borrowing an account has risen from 8% to 11% year-over-year. This equates to about 70 million households borrowing accounts in 22 markets worldwide.
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