Beginning in early 2023, Netflix will implement new regulations to stop password sharing. The video streaming service made this announcement in conjunction with the release of financial information. The choice was clear given the tests that have been running for a while. But now that the timing is known, the business strategy can be positioned within a larger service review program for subscribers.
You will no longer be able to share Netflix passwords the same way as before
So, this is the extract from the letter sent to the shareholders. “Finally, we have taken a thoughtful approach to monetize account sharing and will begin implementing it more widely. Starting in early 2023. After listening to consumer feedback, we will offer those who access Netflix without owning the account the option to transfer their Netflix profile to their personal account. And those who share their account to manage their devices more easily. And to create sub-accounts (extra members) if they wish to pay for family or friends. In countries with our ad-supported business plan, we expect the profile transfer option to be particularly popular”.
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So the upcoming features are different. And all will start officially and at a widespread level at the beginning of 2023. To identify and understand them in the simplest way possible. Let’s go back to the text above and analyze it piece by piece:
- Goal: monetize account sharing and at the same time crack down on password sharing
- Modality:
- Transfer profile: A function mainly dedicated to those who access the platform using another person’s account. Users have the possibility to transfer the profile to a new account without losing anything (history, favorites, settings, games).
- Creation of sub-accounts, through which the account owner can activate one or more sub-accounts. for a friend or family member. By directly managing the payment. All other functions are under the control of the sub-account)
- Also, the plan with advertising: considering the reduced monthly cost. Widespread use of the Transfer Profile option to this plan will take place in the countries where activation is planned. There will be a maximum of 5 minutes of advertising per hour of broadcasting. The Basic plan will cost $6.99 per month and will be active starting from 3 November in several countries.
