2023-05-23 22:47:03
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Netflix ends password sharing, they cancel their subscription
NETFLIX – « Finished », « Ciao », « bye “. While Netflix officially ended password sharing among its subscribers on Tuesday, May 23, the first account terminations began to fall.
On Twitter, Internet users announced that they had terminated their subscription, entered spite and rage. They do not want to pay an extra 5.99 euros to be able to share an account outside the ” foyer ” major. Even if the announcement of this measure was made last January, it was on Tuesday that the subscribers concerned received the following email:
“Your Netflix account is for you and for the people who live with you, ie your household”. The message indicates the two possible solutions for those who already share their identifiers: they can add an additional subscriber by paying the supplement, or transfer the profile of a person outside the household. This one will have to subscribe to its own subscription but will thus preserve its preferences.
« Come on, it clears, Netflix »
But for some users, paying more for the platform is out of the question. They thus took the door, some even admitting to wanting to turn to streaming, which is illegal in France.
« Over 100 million households share their account, affecting our ability to invest in great movies and TV series “, underlined Netflix in February in a press release.
Prices vary by country: American households will now have to pay almost $8 more per month to authorize a guest to use their account. The email also reminds that subscribers continue to be able to watch their programs when they are on the move.
Netflix, which has more than 232 million subscribers, also added a cheaper subscription with at the end of 2022, following years of reluctance. It now has nearly 5 million monthly active users, according to the company.
“At the beginning, there are cancellations”, then Netflix picks up « terrain »
“It’s no coincidence that Netflix leads from the front” both approaches, commented Insider Intelligence’s Ross Benes. “People who use other people’s accounts, like those who choose the formula with , are looking to save money. For profiteers who will lose their access, the new subscription will therefore be an attractive option.”detailed the analyst “And it’s a win-win for the company struggling to grow viewership as quickly as advertisers would like”.
The strategy to restrict password sharing had been delayed, but testing and deployment in Latin America and more recently in Canada have been successful, according to Greg Peters, the company’s co-chief executive.
“At the beginning, there are cancellations. And then people who were using borrowed credentials create their own accounts and add profiles, and we regain traction in terms of subscriptions and revenue.”he assured at a conference with analysts in April.
Betting involves risk, “if profiteers realize they can live without Netflix and cling to their friends and family’s Prime Video (Amazon), Disney+ or Max (HBO) accounts instead of subscribing to their own”underlined Ross Benes.
Also in competition with social networks
In addition to these streaming services, the pioneer of the sector faces competition from platforms and social networks. In March, Insider Intelligence predicted that by 2024 adult American TikTok users will spend more than 58 minutes a day on average on the app, just behind Netflix (62 minutes), and far ahead of YouTube (48.7 minutes).
To maintain its prominent place on screens, Netflix relies on its successful series, especially those that have become cultural phenomena.
“Our job is to always have more titles that people absolutely want to see”, summarized Greg Peters in January. The series « The Crown »on Queen Elizabeth II, « Emily in Paris », « Stranger Things » or « Wednesday » thus contribute greatly to the popularity of the platform.
In February, Netflix justified the end of unlimited password sharing in these terms: “We have always made it easy for people living together to share a Netflix account, with different profiles and the ability to watch their own program” on different screens, simultaneously. “ These tools have been immensely popular, but they have created confusion regarding when and how you can share Netflix”had assured the company in a press release.
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