Brands in the tech space are making it easy to share subscription passwords
Trend - Brands in the technology space are creating platforms to help users easily share subscription passwords in a safe and controlled way. These range from web extensions to password-managing apps and enable users to share content on streaming profiles.
Insight - As consumers spend more time consuming content on a plethora of streaming services, many view these streaming services as a shared commodity rather than a proprietary resource. Specifically, Millennial and Gen Z consumers that have grown up with unprecedented access to free streaming and mass file-sharing. As a result, brands are jumping into this sharing economy with platforms that serve the consumer's desire to safely share access to digital goods.
Insight - As consumers spend more time consuming content on a plethora of streaming services, many view these streaming services as a shared commodity rather than a proprietary resource. Specifically, Millennial and Gen Z consumers that have grown up with unprecedented access to free streaming and mass file-sharing. As a result, brands are jumping into this sharing economy with platforms that serve the consumer's desire to safely share access to digital goods.
Workshop Question - How can your brand leverage the sharing economy to entice consumers?
Trend Themes
1. Subscription Sharing - As consumers view streaming services as a shared commodity, brands are creating platforms that safely share access to digital goods.
2. Two-person Subscription Model - Brands are offering two-person subscription models for streaming services creating an opportunity for couples and roommates to save on costs.
3. Password Management - Password managing apps like Passlock can generate and store passwordsmaking it easy for users to keep track of multiple logins.
Industry Implications
1. Streaming Services - Streaming services can use subscription-sharing web extensions to offer budget-friendly bundles.
2. Cybersecurity and Password Management - The rise of password-sharing services like Keyring highlights the need to develop more secure authentication protocols and better algorithmic password protection.
3. AI-based Tools - Companies can use AI-based tools like DoNotPay to expand their offerings, such as subscription sharing extensions, by using AI to automate tasks and reduce the need for customer service.
