Netflix on Tuesday extended its crackdown on users who share passwords with people who are not members of their immediate family as it seeks to boost revenue at the leading streaming TV service.
“A Netflix account is used by one household,” the company said in a statement.
Netflix said earlier this year that more than 100 million households have shared accounts at the service, “affecting our ability to invest in great new movies and TV shows.”
Netflix has been experimenting with “borrower” or “shared” accounts, where subscribers can add additional users at a higher rate, or move watching profiles to separate accounts, at some markets. On Tuesday, they announced that they are expanding the policy to more than 100 countries.
As Netflix’s growth slowed last year, the Silicon Valley-based streaming company began to push free viewers with shared passwords to start paying for the service without making them pay for it. alienated subscribers.
“This account sharing initiative helps us have a larger potential paying member base and grow Netflix long-term,” co-CEO Ted Sarandos said on an earnings call.
The streaming TV giant told financial analysts recently that it had delayed a widespread crackdown on account password sharing “to improve the experience for members.”
Netflix says it ensures subscribers have seamless access to the service when not at home or across a variety of devices such as tablets, TVs or smartphones.
Netflix in April said its subscriber count hit a record high of 232.5 million in the first quarter of the year, and its nascent ad-support level is doing well.
The company said in a recent presentation to advertisers that it has more than 5 million subscribers for the ad-supported grant.
For the first time this year, US adults will spend more time watching digital video on platforms like Netflix, TikTok and YouTube than watching traditional television, Insider Intelligence has forecast.
Market trackers expect “linear television” to account for less than half of daily views for the first time.
(Except for the title, this story has not been edited by NDTV staff and is published from an aggregated feed.)