Netflix, the popular streaming service, has announced an extensive expansion of its efforts to combat password sharing worldwide. In a move that affects nine European countries, users who share their Netflix account beyond their household will now face consequences. The company will notify such users via email, informing them that they can no longer engage in this practice.
To ensure compliance, Netflix will employ various tools, including IP addresses, device IDs, and account activity monitoring. These measures will verify that the devices used to access the streaming service are legitimately associated with the account holder’s household. Any devices found to be outside of the Netflix household will be subject to restrictions.
For users who find themselves falling outside the household category, Netflix is presenting two alternative options. The first option involves transferring a profile into a new paid membership. The second option allows users to purchase an additional member slot to continue using the same account, albeit at varying prices depending on the country.
This expansion of Netflix’s password sharing crackdown follows the successful implementation of similar measures in Portugal, Canada, New Zealand, and Spain. The company’s first-quarter subscriber targets were not met, prompting the adoption of these new strategies. Netflix aims to boost growth in the second half of 2023 by introducing ad-based subscriptions alongside the crackdown on password sharing.
