Netflix is ramping up efforts to stop users from sharing account passwords.
The streaming service says it is looking for ways to limit password sharing.
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Right now, multiple users can share one account by setting up different viewing profiles while using one login.
According to a survey done by Magid for CNBC, just under 10% of Netflix users do not pay for their accounts.
"The cat is out of the bag," said Jill Rosengard Hill, executive president at media research firm Magid. "I wish I had a solution, because it's really hurting the business model and monetization of these premium high value services."
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And 35% of millennials share passwords for streaming services, the study revealed.