Sharers are paying subscribers to the service who are sharing their credentials.
Borrowers are non-paying subscribers to the service using the sharer’s credentials.
Causes: Main HH manages the sub-accounts
Action: Offer additional accounts from the main at a cheaper rate
Impact: Higher ARPU from the same number of MAU
Causes: Cheaper to get a premium package and share than get two standard packages. Not worth paying for occasional dipping.
Action: Move to ad-funded cheaper tier
Impact: Higher MAU, ad-revenue flowing in
Causes: Logging into a holiday device and not logging out
Action: Password reset
Impact: Accurate reporting of viewing per MAU
