Cable executives are leading an industrywide effort to crack down on password sharing, a problem that could cost them millions of subscribers and billions of dollars in revenue. Researchers at Walt Disney Co.’s ESPN network recently asked a group of about 50 millennial sports fans how many of them shared passwords. Everyone raised their hand. “It’s piracy,” Connolly said. “It’s people consuming something they haven’t paid for. The more the practice is viewed with a shrug, the more it creates a dynamic where people believe it’s acceptable. And it’s not.” Cable and satellite carriers in North America have lost 3 million customers this year alone.