Hey Netflix users, we’ve come bearing news that we’re not sure is sad or good. Well, if you are someone who’s tired of sharing your account with freeloading friends, then it is definitely a good news. But if you are someone on the other side, it is going to be disappointing to hear. Netflix has finally started its password sharing crackdown in the USA and is after everyone who is using someone else’s account.
Initially planned to introduce Paid Sharing for the first quarter of this year, the launch got delayed to the summer due to some cancellations in markets where the changes were already implemented. So, what’s the deal with the new rules? Well, U.S. subscribers will now have to make a choice: either remove people from their Netflix account who are not part of their main household or pay an additional $7.99 per month for those extra members.
Don’t worry, though! Netflix is offering some helpful tools to ease the transition. Current subscribers can easily check which devices are logged into their accounts and remove any unauthorized ones. They also have the option to reset their password if needed. And for those who have been sharing someone else’s Netflix account, there’s a nifty feature called “Transfer Profile.” It allows you to move all your existing account information, including your viewing history and watchlist, to your very own Netflix account.
Of course, there has been some backlash from consumers about this new feature. However, Netflix has assured its investors that despite the initial cancellations, they firmly believe this password crackdown will ultimately benefit their long-term growth as a business and improve their financial health.
During the first-quarter earnings call, Netflix’s co-CEO, Greg Peters, explained that the reaction from subscribers to the password crackdown has been similar to how they respond to price increases. Initially, there might be some cancellations. But Netflix expects to bounce back as more people sign up for their own accounts and existing members opt for the additional membership for those they want to share with.
Netflix had already tested this feature in Latin American markets. They have also expanded its access to other countries such as: Canada, New Zealand, Portugal, and Spain earlier this year. With the recent launch, it will now be available to a broader range of global markets, including Brazil, Bolivia, Belize, France, Germany, Iceland, Ireland, Italy, the Philippines, Malaysia, Israel, Thailand, Taiwan, Switzerland, Sweden, and many more.
You might wonder why the crackdown was delayed in the first quarter. Well, Netflix wanted to avoid any further impact on its net subscriber additions. Last quarter, the company reported a net increase of 1.75 million global subscribers, falling short of Wall Street’s estimates. They now have a total of 232.5 million accounts worldwide.
But the news is, Netflix is not wasting any more time. They’ve announced on their blog that they’re sending out an email to U.S. members who are sharing their Netflix accounts. The email clearly emphasizes that a Netflix account is intended for use by one household only.
However, all members of that household can enjoy Netflix anytime, anywhere, whether they’re at home, on the go, or even on vacation. Netflix also highlights some exciting features like Transfer Profile and Manage Access and Devices. It is said to enhance the viewing experience for everyone.
It’s worth mentioning that Netflix’s decision to roll out this update comes at an interesting time. HBO Max is rebranding as Max, combining HBO and Discovery+ content into one service, while Paramount+ is adding Showtime to its lineup. Disney also plans to merge Disney+ and Hulu into a single app. These changes might come with price increases, but they offer subscribers even more content. In contrast, Netflix is asking viewers to pay extra for the same amount of content.
So, there you have it! Netflix’s crackdown on password sharing is here, and it’s time to make some adjustments. But don’t worry. Netflix has provided tools to make the transition smoother, and they believe this change will benefit everyone in the long run.
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