Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services

Subscription video-on-demand platforms such as Netflix and HBO Max are being increasingly challenged by the widespread practice of sharing accounts with individuals outside household. Platforms face a massive loss revenue due to opportunistic behavior many users who enjoy content without paying anything or only part required subscription fees. This study explores which factors influence platform pay all, part, none Using cross-sectional survey from Spain, various demographic, attitudinal, behavioral were identified predictors patterns full, partial, non-payment. The findings may help managers tailor some interventions monetize larger number actual deterring payment discouraging full pattern.