The era when Netflix once embraced the idea of “love is sharing a password” has become a distant memory. Presently, the streaming giant is extending its controversial crackdown on password sharing across the globe, encompassing nine European countries: France, Germany, Ireland, the UK, Denmark, Sweden, Norway, Belgium, and the Netherlands.
Commencing from Tuesday, individuals who share their Netflix accounts beyond their households will receive an anticipated email notifying them that this practice is no longer permissible. In its announcement, the company firmly emphasizes that “Your Netflix account is for you and the people you live with—your household.” To enforce this policy, Netflix will utilize various pieces of information, including IP addresses, device IDs, and account activity, to ensure that only authorized devices associated with the Netflix household are accessing the account.
As part of the new measures, Netflix is providing two alternative options for users who fall outside the household category. The first option involves transferring a profile into a new paid membership, while the second option allows users to purchase an additional membership to continue using the same account, albeit with varying prices depending on the country. For instance, in Belgium and the Netherlands, the cost is €3.99 per month, €5.99 in France, and £4.99 in the UK.
Netflix’s expansion of its password sharing crackdown, now spanning over 100 countries worldwide, follows its earlier implementation in Portugal, Canada, New Zealand, and Spain.
The company, which fell short of its new subscriber targets in the first quarter of 2023, is hopeful that this strategy, along with ad-based subscriptions, will boost growth in the latter half of the year.
However, attempting to convert password sharers into active subscribers may yield the opposite outcome. A recent study conducted by market research group Kantar discovered that Netflix’s new policy resulted in a loss of one million users in Spain during the first quarter of 2023, representing a decline of approximately 15% of its total user base.
The reception of the password sharing crackdown in the newly targeted countries remains to be seen. Personally, I will anxiously await my mailbox’s arrival, fearing the email’s arrival. If you find yourself in a similar situation, we invite you to share your thoughts through the usual channels.