Netflix has expanded its efforts to combat password sharing by notifying users in over 100 countries, including the United States, that their accounts cannot be freely shared outside their households. As Netflix faces signs of market saturation, it is exploring new avenues to generate revenue, such as limiting password borrowing and introducing an ad-supported option.
Emails regarding account sharing have been sent to customers in countries like the United States, Britain, France, Germany, Australia, Singapore, Mexico, and Brazil. The emails emphasize that Netflix accounts should only be used within a single household, with the option for paying customers to add a member outside their home for an additional fee. Members can also transfer a person’s profile to retain their viewing history and recommendations.
Netflix had previously announced its intention to curb account sharing and had been testing different approaches in select markets. The company estimated that over 100 million households had shared their login credentials with friends and family outside their residences. As of the end of March, Netflix had 232.5 million paying customers worldwide.
Under the new policies, individuals within the same household can still share a Netflix account and access it on multiple devices while traveling, ensuring a seamless viewing experience.