For many years, Netflix took a live-and-let-live approach to password sharing.
Sure, password sharing was never ideal for the company, but the business strategy was gentle. A light touch rather than a crackdown. As long as subscriber numbers were growing and profits were rolling in, subscribers giving their grandma access to their account was no big deal.
At times, the streaming giant even joked about. “Love is sharing a password,” the Netflix Twitter account posted back in 2017. It almost reminds me of Google’s old motto:All good things must come to an end. With slowing growth after the pandemic, rising inflation and subscribers fleeing in the millions, something had to give. We’ve seen price-hikes across the industry. At Warner Bros. Discovery and Disney, entire shows and movies have been canned entirely for tax purposes.
Instead, the streamer has introduced “paid sharing” in many of its markets, including the UK and US, which went into effect in May. Customers can now pay a fee in order to share their password, which is still cheaper than having multiple separate subscriptions. This is to tamp down on what Netflix estimates is 100
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