Then world’s largest streaming service may soon get more (official) subscribers as Netflix announced today that it would begin a rollout to test an initiative that would crack down on illicit password-sharing.
In the past, Netflix had generally turned a blind eye to password sharing. Last spring, Netflix began implementing slightly stricter security protocols, prompting users to re-enter their login credentials, even if they had previously been logged onto a device. However, many viewers found ways to circumnavigate that measure, namely by re-entering their login and password.
This week, Netflix announced that it would be rolling out a pilot program in three markets (Chile, Costa Rica, and Peru). The new “add an extra member” feature would prompt Standard and Premium subscribers to add subsidiary accounts for up to two people they don’t live with, each with their own profile, personalized recommendations, login and password for about $2.99 USD per new account.
In an official statement on their website, the company explained the basics of the plan as well as the rationale behind the move, saying: “We’ve always made it easy for people who live together to share their Netflix account, with features like separate profiles and multiple streams in our Standard and Premium plans. While these have been hugely popular, they have also created some confusion about when and how Netflix can be shared. As a result, accounts are being shared between households – impacting our ability to invest in great new TV and films for our members.”
However, Netflix did not provide specific details about what they categorized as a household and how household members would be identified if they were not all on the home IP address (watching at work, at the gym, while traveling, etc.).
Netflix has not announced any plans to test any similar programs in the United States in the immediate near-term future.
As usual, social media had a lot to say about the proposed initiative.