Is Netflix about to do something about password sharing?


There has been a long time that Netflix was open to not really caring if its subscribers shared their passwords. Most of the movie industry is pretty fanatic about stopping piracy, but Netflix’s tendency to go against the grain has spread to not tackling password sharing too much.

CEO Reed Hastings said in a speech at the Consumer Electronics Show (CES) in 2016 that “we love people who share Netflix” and that “it’s a positive thing, not a negative thing,” as CNET reported. at the time. At the start of Netflix’s rise, it became somewhat of a cliché for people to use passwords belonging to their longtime parents, siblings, or ex-girlfriends.

However, there have been indications for some time that Netflix has moved away from this position a bit, especially as many other streaming services have risen to embrace them. Netflix signed up for the Alliance for Creativity and Entertainment (ACE), when it launched in 2017, and Chief Product Officer Greg Peters said in 2019 that “We’re looking for consumer-friendly ways to push the boundaries of password sharing. ”

Over the years, there have been rumors that Netflix is ​​considering taking even more aggressive action against password sharing. According to The Streamable, some Netflix users saw a warning screen in March 2021 that said, “Start your own Netflix for free today.” If you don’t live with the owner of this account, you need your own account to continue watching. “

Netflix confirmed at the time that it was a test, which the company described as “designed to ensure that people using Netflix accounts are allowed to do so.”

Now, BGR.com has seen indications that Netflix is ​​planning further action in 2022.

Netflix recently launched a similar test in Italy, but it includes threats of a ban or fine, the site said. BGR has also speculated that the warnings are more of a deterrent than an outright ban, or that they may exist more as a nudge to get people to sign up for their own accounts. After all, a total ban on password sharing would likely spark an anti-Netflix backlash, especially if similar steps were not taken by Netflix’s many streaming rivals.

Netflix had a pretty big year, in terms of content, in 2021. Its shows tended to dominate weekly streaming ratings throughout the year, particularly the mega-bit. Squid game. The streamer has at least two movies, The power of the dog and Do not seek, who are serious Oscar contenders. The company, while not showing the huge growth it experienced during the quarantine period of 2020, nonetheless continued to be profitable.

It might soon become a little more difficult to watch the streamer on someone else’s account.

Stephen Silver, Technology Writer for The National Interest, is a journalist, essayist, and film critic who also contributes to The Philadelphia Inquirer, Philly Voice, Philadelphia Weekly, the Jewish Telegraphic Agency, Living Life Fearless, Backstage magazine, Broad Street Revoir and splice today. Co-founder of the Philadelphia Film Critics Circle, Stephen lives in the suburbs of Philadelphia with his wife and two sons. Follow him on Twitter at @StephenSilver.

Image: Reuters

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