Charter Communications (3rd largest US cable operator) CEO Tom Rutledge:

Companies like HBO show a “complete lack of control and understanding in the space” by letting password sharing continue, and it’s something that must be stopped. “The lack of control over the content by content companies and authentication processes has reduced the demand for video because you don’t have to pay for it,” Mr. Rutledge said on the earnings call. “That’s going on in the college market.”

HBO CEO Richard Plepler:

“It’s not that we’re unmindful of it, it just has no impact on the business,” HBO CEO Richard Plepler said. It is, in many ways, a “terrific marketing vehicle for the next generation of viewers,” he said, noting that it could potentially lead to more subscribers in the future. “We’re in the business of creating addicts,” he said.

Two opposing forces at work here, both in pursuit of your dollars. Companies like HBO and Netflix are thinking long term, trying to build an audience, willing to give away some product to lock in future customers. And, of course, the cable companies are against this, since those customers will come from the existing base of paying cable customers.