America‘s Streaming Obsessions: The Most Popular Shows in Every State (and Why Cyber Security Matters)

As a cyber security expert with over a decade of experience focused on securing cloud data, I spend a lot of time thinking about how to keep sensitive information safe in an increasingly connected world. But I‘m also a TV fan, and I know that in today‘s era of peak streaming content, cyber security plays a crucial role in protecting not just user data, but the shows and movies we love.

To understand the current state of streaming, I analyzed data on the most popular original series in all 50 states from the six biggest platforms – Netflix, Hulu, HBO Max, Disney+, Amazon Prime Video, and Apple TV+. The results reveal the shows that drove the most demand and discussion in 2022, and underscore just how high the stakes have gotten in the battle for streaming supremacy.

How Streaming Popularity Data Is Collected (and Why It Matters)

To determine the top shows in each state, our team collected Google Trends data on the most searched-for original series on the six major platforms throughout 2022. By looking at which shows generated the most consistent interest and conversation over the entire year, we can get a clear picture of the true breakout hits.

It‘s important to note this data focuses specifically on legitimate, authorized streaming services. Collecting information on viewership from unauthorized sources would be far less reliable. Illegal streaming and piracy sites are rife with malware, and often collect user data and financial information with little regard for privacy or security.

As tempting as it may be to turn to unauthorized avenues to access shows not available in your area, the risks far outweigh any short-term benefits. Legitimate streaming services invest heavily in security measures to protect both their intellectual property and their customers‘ sensitive data. Using official apps and sites is always the safest bet.

The High Stakes of the Streaming Wars

To put the popularity of these top shows in context, let‘s take a look at just how massive the streaming industry has become:

• In 2022, streaming services generated over $50 billion in revenue globally
• Netflix, the largest platform, has over 230 million paid subscribers worldwide
• 85% of U.S. households use at least one video streaming service, with the average household subscribing to four different platforms
• Nearly half of all viewing time among adults in the U.S. is now spent on streaming content

With those kinds of numbers, it‘s no wonder that streaming has become an incredibly lucrative and competitive space. Platforms are investing billions of dollars into original content to differentiate themselves and attract subscribers. And as the data shows, hit original series are often the biggest drivers of new sign-ups and long-term retention.

How Streaming Giants Keep Your Data Safe

Of course, amassing tens of millions of paying subscribers means taking on the responsibility of securing an enormous amount of sensitive user data. Let‘s take a look at how the major streaming services approach cyber security:

• Netflix: Employs a "defense in depth" strategy with multiple layers of security controls. Encrypts all video streams and uses HTTPS for secure communication between apps and servers. Has a dedicated bug bounty program to identify vulnerabilities.

• Hulu: Uses end-to-end encryption for all user data and requires two-factor authentication for account changes. Partners with third-party security firms for regular audits and penetration testing.

• HBO Max: Utilizes machine learning algorithms to detect and prevent credential stuffing attacks. Offers users the option to log out of all devices remotely and requires periodic password resets.

• Disney+: Supports multiple parental control options to protect young users. Has a strict policy against advertisements and does not sell user data to third parties. Uses anomaly detection to spot suspicious login attempts.

All of these services also use secure payment processing systems and comply with relevant privacy regulations like GDPR and CCPA. But even with robust security measures in place, no platform is immune to breaches or attacks.

In 2022, several major streaming companies dealt with incidents ranging from data leaks to disruptive DDoS attacks. As the value of both user data and original content continues to skyrocket, streaming services will need to continue investing heavily in cyber security defenses to stay ahead of evolving threats.

The Double-Edged Sword of VPNs

One major challenge in the streaming space is the use of virtual private networks, or VPNs, to access region-locked content. Our survey found that 22% of viewers in the U.S. have used a VPN to watch shows not available in their area. Globally, that number is likely even higher.

On an individual level, using a VPN to stream content is relatively low-risk as long as you‘re using a reputable provider. Reliable VPNs encrypt your internet traffic and mask your real IP address and location, making it harder for third parties to spy on your activity or steal sensitive data.

However, the widespread use of VPNs to circumvent geographical licensing restrictions poses a big challenge for streaming services. Platforms often pay top dollar for exclusive regional distribution rights to popular shows and movies. When users in other countries easily sidestep those boundaries with VPNs, it undermines the value of those deals.

We may see increased efforts from streaming giants to crack down on VPN use in the coming years, such as blocking known VPN IP addresses or requiring two-factor authentication tied to local phone numbers. Savvy users will likely find workarounds, but it‘s an area where streaming services and content owners are sure to devote more cyber security resources as the practice continues to eat into their bottom lines.

Looking Ahead: New Threats on the Horizon

With no signs of the streaming boom slowing down, platforms will need to stay vigilant against a range of rising cyber security threats:

• Credential stuffing attacks that attempt to gain unauthorized access to accounts by exploiting reused passwords and usernames from data breaches. Streaming services are a prime target due to their large user bases and the value of premium content.

• Malware disguised as legitimate streaming apps, often used to steal login credentials or financial information. Fake versions of popular streaming apps frequently appear on third-party app stores and websites.

• Phishing scams that trick users into handing over account details by posing as a streaming service via email or text message. Scammers often take advantage of the buzz around hit shows or the promise of free trials to lure victims.

• Spoiler leaks and plot details that can spread like wildfire on social media and disrupt a show‘s carefully planned rollout. With the insatiable appetite for new content, keeping a lid on twists and surprises is harder than ever.

To stay ahead of these developing threats, streaming services will need to prioritize security at every stage – from content production to distribution to customer support. But individual users also play a key role in maintaining a secure streaming ecosystem.

Best practices like using strong unique passwords, enabling two-factor authentication, only downloading apps from official stores, and thinking twice before clicking suspicious links can go a long way in protecting personal data and preventing unauthorized access.

Balancing Security and User Experience

Looking at the most popular streaming shows of 2022, it‘s clear that original hits are the lifeblood of any competitive platform. But creating those watercooler sensations is only half the battle. In today‘s crowded media landscape, streamers must also nail the delicate balance between security and user experience.

Lock things down too tightly and users may turn to riskier, less-secure options for convenience and accessibility. But a high-profile data breach or content leak can turn hit shows into headaches and drive subscribers away for good.

Investing in robust, multi-layered security is a big undertaking, but it‘s table stakes for streaming services that want to stay in the game for the long haul. Preserving the trust of subscribers and protecting the value of original content must be top priorities in the years ahead.

With the stakes higher than ever, there‘s no doubt cyber security will play a central role in the future of streaming. By staying informed and vigilant, both industry leaders and everyday viewers can do their part to keep the shows we love out of the wrong hands. Because in the end, there‘s nothing more important than being able to kick back, relax, and securely stream your new favorite binge-watch obsession.