Some 16% of U.S. broadband units are sharing their passwords for their video service with other people, according to Parks Associates.

Previously, Parks estimated that password sharing could cost TV/video providers $9.9 billion by 2021.

Other studies show millennials share passwords more often -- up to 35%, according to media research firm Magid, which released a study earlier this year. Magid says this is nearly double the percentage of 19% for older-generation Xers with subscriptions and nearly three times the percentage (13%) of baby boomers.