Netflix loses millions of subscribers as account sharing ends

Netflix password

A new study conducted by Kantar Worldpanel has revealed that Netflix has lost one million subscribers in Spain in the first quarter of 2023 due to the company’s decision to end account sharing. This decision has had a significant impact on the number of subscribers, causing a decline in the company’s revenue. The company attempted to reassure its users, but without much success.

Netflix Loses One Million Subscribers in Spain Due to Crackdown on Account Sharing


Netflix’s new pricing strategy has come at a great cost to the company. As it has lost a significant number of subscribers over the past three months. The company implemented various solutions in an attempt to address this issue. Including offering a cheaper subscription with advertisements and targeting users who share their login details with others. Netflix is hoping that some of these users will start paying for their own subscription.

In Spain, Netflix has implemented a €5.99 monthly fee for users who share their login details with people outside of their household. The company has also implemented technical solutions to detect account sharing. However, these measures have not been well received by users, which has led to a sharp drop in subscribers.

Dominic Sunnebo, the director of the consumer division at Kantar, has stated that the cause of this drop in subscribers is due to the company’s new policy on account sharing. The research institute has revealed that two thirds of the one million Spanish users who left Netflix were using someone else’s password. This has had a significant impact on the company’s revenue, as these users were not paying for their own subscriptions.

Netflix has attempted to reassure itself by stating that this drop in subscribers is temporary. And that the company is focused on converting these users into paying subscribers. The company has shifted its strategy from focusing on increasing the number of users to increasing profitability. Even if it means losing some subscribers.

To put Kantar’s figures into perspective, the cancellations of subscriptions in the first quarter of 2023 are three times higher than in the previous period. When surveyed, a tenth of Netflix subscribers in Spain said they planned to unsubscribe in the second quarter.

Netflix’s Strategy Shift: From User Acquisition to Profitability Amid Account Sharing Challenges

Netflix password sharing

Netflix continues to roll out its additional monthly fee system for shared accounts outside of the home in several countries. Including Portugal, Canada, New Zealand and several Latin American countries. The company is treading carefully, but is determined to increase its profitability, even if it means losing some users.

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Only time will tell whether Netflix’s strategic choices were the right ones or not. However, it is clear that the company’s focus has shifted from increasing its user base to increasing profitability. While this may lead to short term losses in terms of subscribers, it may ultimately lead to increased profitability for the company.

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The issue of account sharing has been a long standing challenge for Netflix. While the company’s terms of service prohibit account sharing, many users have continued to share their login details with friends and family members. This has allowed multiple users to access Netflix’s content without paying for their own subscription.

The company’s decision to crack down on account sharing is a response to this ongoing challenge. However, it remains to be seen whether this approach will ultimately be successful. Some analysts have suggested that Netflix’s new pricing strategy may actually drive users away from the platform. Others have noted that the company’s focus on increasing profitability may come at the expense of user satisfaction. Which could ultimately harm the company’s bottom line.

Despite these challenges, Netflix remains one of the most popular streaming services in the world. The company has continued to invest heavily in original content, which has helped to set it apart from its competitors. Additionally, the company has expanded into new markets, which has helped to drive growth and increase its user base.

Ultimately, the success of Netflix’s strategy will depend on whether the company can strike a balance between profitability and user satisfaction. While the company’s focus on profitability is understandable, it is important not to lose sight of the needs and preferences of its users. If Netflix can continue to deliver high quality content while also addressing the issue of account sharing, it may be able to maintain its position as one of the top streaming services in the world.

Balancing Profitability and User Satisfaction: The Challenge of Account Sharing for Streaming Services


Streaming services face a widespread problem with account sharing. It lets multiple users access content without paying for their own subscription. Some users may pay for their own subscription. But others would rather share an account with friends or family members. Especially if they only watch a few shows or movies per month.

Companies like Netflix face a difficult balancing act when it comes to account sharing. On the one hand, they need to protect their revenue streams and ensure that users are paying for their own subscriptions. On the other hand, they risk alienating users if they implement overly aggressive measures to crack down on account sharing.

Netflix’s recent decision to end account sharing caused a significant impact on its user base. The company has reassured users that the drop in subscribers is temporary. However, it’s unclear whether this approach will ultimately be successful.

Ultimately, the issue of account sharing highlights the ongoing tension between profitability and user satisfaction. Companies like Netflix need to generate revenue to remain viable and ensure user satisfaction. Finding the right balance between these priorities is a significant challenge. It will continue to evolve as streaming services become increasingly popular worldwide.

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  1. April 27, 2023

    The problem is that Netflix has flip/flopped on account sharing. They originally didn’t mind and even tweeted, “love is sharing a password.” With the original accounts you paid per stream and they would cut you off if too many people were trying to stream from the same account. Locking the stream to one house is a reversal of these previously “accepted” behaviors and the price needs to lower even further if they want every person to pay for their own stream.