Using a friend’s Netflix? Enjoy it, it won’t last

Netflix plans to take action on account sharing at the end of 2022, according to an internal memo from the VOD subscription service. The question is not to prevent it, but to make subscribers pay for it. Literally.

The hunt for account sharing on Netflix is ​​coming soon. While the US giant SVOD has historically been very lenient, its tone should change by the end of the year. This is evidenced by an internal note read by The newspaper “New York Times, in its May 10 issue. This document also deals with the flow of advertising to the site.

The details of the Netflix account sharing strategy remain rather vague, but the first steps should appear in the last three months of 2022. That’s when Netflix, according to the NYT, ” plans to start fighting with the exchange of passwords between its subscribers. »

Netflix is ​​preparing minds for a password change. // Source: Numerama

Apparently, this is the first time we have the start of a Netflix intent calendar. We knew the video-on-demand subscription platform wanted to tighten the screws without going so far as to completely prevent any account sharing. Among the options considered is the option of higher online billing for a user who owns a shared account.

To put it simply, if you are a subscription holder and you pass it on to your little brother, or your friend, or your girlfriend, or all of these people and more, then Netflix is ​​going to level it up a bit. the price of your subscription. It remains to be seen how much and under what conditions (for example, an increase in a fixed amount for a “free rider”?).

Netflix will let you explain to yourself

Netflix is ​​stuck between controversial issues: on the one hand, it must maintain its brand image and its visibility (account sharing has also allowed the site’s content to be popularized, which is important in the battle between the SVOD giants for public attention), and also to find growth drivers.

The impending monthly price increase for shared accounts seems like a rather clever ploy on Netflix’s part: it allows for the official not to stop sharing accounts per se – at least not in the short term: in principle, sharing will always be tolerated. On the other hand, it will be made more restrictive.

One subscriber, three stowaways.
One subscriber, three stowaways.

Indeed, a significant increase in the monthly price could cause clarifications between the Internet user who shares the account and his relatives. They may be denied access if it becomes too costly for the payer. Or they can be asked to make a financial contribution or, if they have already done so, to give a little more than before.

In both cases, the textual explanation will be between the people who have access to the shared account. Netflix might even be the winner. It can even lead to new followers being attracted in case those who previously benefited from a loved one’s account were excluded by the account owner because it became too expensive.

This change in approach will cause confusion or anger among interested subscribers. However, Netflix only enforces its terms of use, which prohibit the sharing of passwords and therefore accounts. If the platform allowed itself to take over the market in 2016 when it triumphantly crushed the market, the competition has intensified since then. Like Netflix’s billing stance.

Source: Numerama editors.