Michael Greeson, TDG Founder and Director of Research:
This behavior reflects the unfortunate mindset among many of today’s media users that it’s perfectly acceptable to ‘share’ digital media — whether files or service access — among friends and family. Why should my daughter pay to stream Netflix when she can simply use my credentials to access the service with little fear of reprisal?
Build a simple, yet affordable1 service, that has all the features/channels2 cord cutters want and you'll see this number go down almost overnight. But, if networks continue to make users hunt and peck for content, this number will continue to rise.