Netflix password sharing crackdown begins in US - The Hollywood Reporter

Netflix brings its password sharing deterrents to the United States

On Tuesday, the streaming giant began rolling out its paid sharing feature in the US, which requires all account users to live in the same household and reside in the same location as the main account holder. Non-household users can sign up with the main account for an additional $7.99 per month. However, individual Netflix subscriptions start at $6.99 per month for the ad-supported version and $9.99 per month for the basic plan.

As part of the rollout, primary account holders will be asked to set a household location on their devices, but subscribers can continue to use their accounts while traveling. According to a Netflix spokesperson, non-household members will be selected based on factors such as how often the device has used the main location’s Wi-Fi and asked to transfer their profiles to a new Netflix subscription.

Master account holders with Premium subscriptions can add up to two non-household members to their accounts for the monthly fee of $7.99, while Standard plan subscribers can add up to one external member. The paid add-on feature is not available for users of the ad-supported or basic plans.

The US rollout comes about three months after Netflix began rolling out in Canada, New Zealand, Portugal and Spain. The rollout has already resulted in a larger paying membership base in regions like Canada, according to Netflix’s first-quarter earnings letter, although after the news was announced, “there is an exit reaction in every market … impacting near-term membership growth.” “.

“As borrowers begin to activate their own accounts and existing members add ‘additional member’ accounts, we are seeing an increase in acquisition and revenue. For example, in Canada, which we think is a reliable indicator for the US, our paid membership base is now larger than it was before we introduced paid sharing, and revenue growth has accelerated and is now growing faster than in the US,” Netflix said in the letter.

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