I remember when Netflix made marketing wins out of being chill about password sharing. Things have changed.
Netflix now has competition from Disney+, Paramount+, Hulu (in the States at least), Apple and Amazon plus specialist streamers. Now the streaming platform is taking steps against password sharing.
It’s working; Netflix has gained nearly 6,000,000 new subscribers in the last 90 days.
Netflix began cracking down on password sharing in the United States in March 2023. The company sent emails to subscribers sharing their passwords with people outside their households, informing them that they would need to add an extra member to their account for an additional $7.99 monthly. Netflix also began testing a feature requiring users to verify their location before streaming content.
It is still too early to say the long-term impact of the password-sharing crackdown on Netflix. However, the company is taking steps to address the issue of password sharing, which it believes is costing it revenue.
Here are some other things that have happened since Netflix restricted password sharing:
- Netflix has expanded the password-sharing crackdown to other countries, including Canada, New Zealand, Portugal, Spain, and the United Kingdom.
- Netflix has launched a new ad-supported tier priced at $9.99 per month. This tier is not subject to the password-sharing crackdown.
- Netflix has announced that it will be producing more original content in India. This is in response to India being one of the largest markets for Netflix.
It will be interesting to see how the password-sharing crackdown and other changes affect Netflix in the coming years.
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