Netflix password sharing is coming to an end soon, and it will be a challenge for both viewers and the streaming giant
, aiming to capture new users looking for a discount to more expensive ad-free plans.
Netflix considered allowing users to rent pay-per-view content through their subscriptions, as Amazon Prime Video customers can, because it could make users wary of sharing their login information with others who might run up their bills, people familiar with internal discussions said. Ultimately, the company decided against that tactic, in part because product executives were concerned it would take away from the simplicity of the service, the people said.patrick t.
Gina Mazzulla, 53 years old and a longtime Netflix subscriber who lives in southeastern Pennsylvania, shares an account with her parents. Since the $9.99-a-month plan only allows a single stream at a time, they text each other to coordinate. She said she might pay a few dollars more for sharing if Netflix forces the issue, but it would depend on the cost.
The password borrower can watch Netflix after entering the code, but might keep getting prompts until the account owner pays an additional monthly fee to add a sharer, according to people familiar with the tests. Netflix is weighing similar plans for the U.S., the people said. In markets such as India, people often watch Netflix on their mobile phones and stream it over cellular networks, people familiar with the matter said. That makes it harder for Netflix to determine who lives in a household, compared with when users stream over shared Wi-Fi or wired broadband connections.
Netflix executives realized that any crackdown, to be effective, would also have to address the large amount of more benign sharing between family members and friends.
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