Last year Netflix announced its intention to prevent users from sharing passwords across multiple devices, a move that was met with widespread criticism on social media. After the initial backlash, the streaming giant admitted some of these announcements were shared in error.
But finally, the password-sharing rule came into effect last month. Netflix began notifying customers on May 23rd.
Despite overwhelmingly negative responses on social media, Netflix has experienced a substantial rise in sign-ups following the implementation of the crackdown.
According to Variety, the days between May 25th and 28th became the platform’s four biggest days of new sign-ups in the United States since 2019. During this period, 73,000 new users joined Netflix, representing a significant 102 per cent increase compared to the previous 60 days.
Netflix defended its decision, emphasising that one household should use a single account exclusively. Those who wish to share their account with others must pay a fee of £4.99. In the US, Netflix requires customers to purchase an “extra member” subscription for non-residents using their account at $7.99/month.
The streaming service has also stated that it will begin blocking devices that try to access a Netflix account without proper authorisation.
Netflix stated that the expense is justified because the platform continues to invest heavily in a diverse range of new films and TV programs, ensuring that there is always something satisfying to watch on Netflix, regardless of individual tastes, moods, languages, or viewing companions.
