The company had previously struggled with the idea of additional layers of security to block users whose location was not the same as the account holder.
Netflix will crack down on subscribers who share passwords with family members and friends who do not live in the same household and ask them to pay an additional fee for the privilege. Although the practice is widespread and popular, it is not good for business.
Chengyi Long, the streaming giant’s director of product innovation, said in a blog post, “While these have been wildly popular, they’ve also created some confusion about when and how Netflix can be shared.”
“As a result, accounts are shared between households – impacting our ability to invest in great new TV and movies for our members.”
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The streaming giant has said it would try this approach as a test in Coasta Rica, Chile and Peru. In these three regions, subscribers not only get the option to transfer viewing profiles, but also prompts to add additional viewers to the package at discounted rates.
“We recognize that people have many entertainment choices, so we want to make sure that all the new features are flexible and useful to members, whose subscriptions fund all of our great TV and movies. We will try to maximize the usefulness of these two features for members in these three countries before we make changes elsewhere in the world,” Long said.
However, this isn’t the first time Netflix has tried to stop password sharing. The company had previously struggled with the idea of additional layers of security to block users whose location was not the same as the account holder.
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The addition of these features signals Netflix’s strategic planning to continue growing toward a subscriber plateau. In the fourth quarter of 2021, Netflix added 8.28 million subscribers worldwide, up from 8.5 million a year ago. It is projected to add 2.5 million subscribers in the first three months of 2022, compared to 3.98 million in the same period a year ago. Netflix lowered the prices of its offerings in India in the last quarter to get more subscribers on board after being repeatedly frustrated over the lack of user addition in one of the world’s largest markets.
This post Binge on a friend’s Netflix account? Get ready to pay a fee was original published at “https://www.financialexpress.com/industry/technology/bingeing-on-friends-netflix-account-get-ready-to-pay-a-fee/2463757/”