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Netflix is trying to end password sharing with a new test.
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First discovered by GammaWire, some users encountered a query when logging in requesting verification that they owned the Netflix account. A warning message says, “If you don’t live with the owner of this account, you need your own account to continue watching.”
A Netflix spokesman confirmed the test for FOX Business, noting that “it was designed to help ensure that people using Netflix accounts are allowed to do so”.
It was also designed to ensure that revenue is not lost as the streaming space becomes more and more competitive. According to an analysis by research firm Parks Associates, password hacking and sharing of streaming providers cost $ 9.1 billion in 2019 alone. The company estimates that number will rise to $ 12.5 billion in 2024. .
Netflix will give users the option to verify their account using a code sent via text message or email. In addition, they will have the option to “check later”. If the user is unable to verify account ownership within a certain period of time, they will be prompted to create a new account.
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Netflix’s terms of service state that the streaming content on the platform is “for your personal, non-commercial use only and cannot be shared with people outside your home”.
The company charges users $ 8.99-17.99 a month, depending on the plan. Netflix’s basic plan allows users to stream on one screen at a time, while its standard and premium plans allow users to stream on two screens at the same time and on four screens at the same time, respectively.
| Ticker | Safety | Last | Change | Change % |
|---|---|---|---|---|
| NFLX | NETFLIX, INC. | 523.06 | +18.52 | + 3.67% |
| AAPL | APPLE, INC. | 121.96 | +1.98 | + 1.65% |
| DIS | THE WALT DISNEY CO. | 196.66 | +1.70 | + 0.87% |
| VIAC | VIACOMCBS, INC. | 86.28 | +3.39 | + 4.09% |
| T | AT&T, INC. | 29.52 | -0.48 | -1.60% |
| DIAL | DISCOVERY, INC. | 66.97 | +1.15 | + 1.75% |
The shift comes as the streaming giant becomes more popular than ever, surpassing 200 million subscribers.
The streaming service has already looked the other way when it comes to password sharing, with Netflix CEO Reed Hastings acknowledging during a call with analysts in 2016 that it is “something you need to learn to live with”.
“There is just as much legitimate sharing of passwords as you share with your spouse, with your children, so there is no clear line and we are doing well as we are,” said Hastings.
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But since those comments four years ago, Netflix has found more and more competition for viewers and dollars. In the past 24 months, AppleTV +, Disney +, Discovery + and HBOMax have been launched as paid streaming services. Just this week, CBS All Access became Paramount + and, in a twist, reduced its monthly price by $ 1 with the name change.
In 2019, Netflix’s product director, Gregory Peters, told analysts during a earnings conference call that the company was focused on avoiding password sharing, but that the platform was still looking for ways to apply it.