02 February 2023
There is no doubt Netflix has started taking serious steps to eliminate password sharing among friends and relatives. It is moving ahead step by step to avoid significant backlash from users. A new Wall Street Journal (WSJ) report has claimed Netflix password sharing could end as soon as early 2023.
As per Netflix, over 100 million viewers use the streaming service by borrowing someone's account. It is not hard to see why the company is now committed more than ever to curb down password sharing. The company has been facing slow subscriber growth for quite some time and sharing of accounts is a significant reason behind it. Even though Covid lockdowns resulted in a little boost, it also meant more and more users were sharing accounts.
The only thing Netflix is concerned about is users leaving the platform completely due to no password sharing. This is the reason it is taking small steps as it is testing the waters. It has plans to ask viewers using a borrowed account to start paying which can be added to the main account as an add-on. This is already in testing select markets as the company will take a decision on expansion based on the early feedback.
Netflix's recently released ad-supported subscription tier is also a part of keeping users on the platform. It is aimed at viewers who enjoy the service but do not want to pay the amount ad-free tiers ask for. The ad-supported plan allows them to watch content for a relatively cheaper price in exchange for watching a few ads in between. It even released a Profile Transfer option that allows users to import their personalized recommendations, viewing history, My List, saved games, and other settings when they will subscribe for their own separate account.