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Netflix trial cracking down on Password sharing

"If you don't live with the owner of this account, you need your own account to keep watching."

Netflix is testing a new feature that could signal the end of password sharing by its subscribers.

The Hollywood Reporter notes some US viewers attempting to use somebody else’s account are now being stopped by a screen that says, “If you don’t live with the owner of this account, you need your own account to keep watching.”

“This test is designed to help ensure that people using Netflix accounts are authorized to do so,” a Netflix spokesperson said.

According to the article the viewer is given the option of either verifying their identity (with a texted or emailed code to the account’s owner), or opting to “verify later,” which gives the viewer an unspecified additional amount of time to continue watching and later confirm they are a valid account user.

The trial apparently varies from country to country, but may also be a security step to prevent unauthorised use of user accounts. If it does come into play it will need to factor in that viewers also legitimately travel for holiday and work purposes -this appears to be where the verification comes in.

“Password sharing is something you have to learn to live with,” Netflix CEO Reed Hastings said in 2016, “because there’s so much legitimate password sharing — like you sharing with your spouse, with your kids … so there’s no bright line, and we’re doing fine as is.”

Photo: gammawire

9 Responses

  1. This isn’t Netflix’s first attempt at this. They put out warnings that they were going to stop people giving their account information to friends and announced they were going to start blocking it 2 years ago. What they want to stop is people, especially students, sharing accounts. Disney’s approach of limiting streams won’t work because can arrange to share one stream at different times. Netflix considered dongles to stop this, but are still trying to find a way to discourage it with inducing churn.

  2. Netflix should be aware that Disney+ advertises “share with family and friends” but all streamers would have a “simultaneous stream” quota in their user contract. How to enforce the quota is another story.
    Disney+ also offers “Group Watch” whereby a user can invite 5 other people to share the same video stream.
    Netflix needs to tread carefully to avoid being outgunned by the competition.

  3. I remember when streaming services advertised their benefits as being able to watch when you want, where you want and how you want. Time have certainly changed.

  4. I agree with JamieL. I have a premium account (four screens/users). I can’t see how they can justify restrictions around using “mobile” screens (iPad, phone, laptop) across various locations. For example- family at home and myself on the road for work.
    It will be interesting to see how this evolves.

  5. Interesting, so if family members live in different houses using a different ISP Netflix will block your access, I don’t think so, people use different devices and different ISP to view Netflix quite often, it’s part of the attraction of using Netflix.
    Netflix should remember that subscribers can cancel at any time.

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