Former Netflix CEO Reed Hastings told everyone last year that password sharing would be phased out.
To increase revenue and attract subscribers, Netflix recently introduced ad-supported subscription plans in select markets. Streaming platforms have also stopped sharing passwords in some markets. Former Netflix CEO Reed Hastings revealed last year that password sharing will be phased out for everyone.
Now, new co-CEOs Greg Peters and Ted Sarandos told Bloomberg that Netflix password sharing will soon stop for all users. This suggests that Indians who depend on friends and others to use Netflix will soon have to pay to use the platform.
For those who don’t know, Netflix is testing an end to password sharing in some Latin American countries, including Costa Rica, Chile, and Peru. In these countries, Netflix charges $3 (approximately Rs. 250) to people trying to use their friends’ Netflix accounts.
The streaming platform hasn’t revealed how much it will charge users in India, but that amount is likely to be close to the global price. Eventually, the Indians will have no choice either. According to the latest reports, Netflix will stop sharing passwords in other markets, including India, in March 2023.
The question that remains is how will Netflix identify freeloaders. The streaming platform previously explained that Netflix would enforce new password-sharing rules across IP addresses, device IDs, and account activity. In this way, the streaming platform identifies users who are outside a specific household and want to watch Netflix content for free.
Video streaming platforms are trying new ways to grow their subscriber base. The fight against password sharing is one such initiative. Another way is to enter an advertising plan. Netflix recently launched an affordable, ad-supported plan in the US at $6.99 to attract users who don’t want to pay a lot for a Netflix subscription. In India, Netflix offers four plans: Rs 149, Rs 199, Rs 499 and Rs 649.
