Netflix, the world's most expensive streaming service, says that 100 million households are password sharing, and that's a problem the service intends to fix.
Streaming giant Netflix says it estimates that roughly 100 million households are password sharing. With the substantial rise in subscription streaming services over the past decade, Netflix has seen its business model soar. Despite much competition to date, the service remains the biggest – and costliest – provider available.
Much has changed both within Netflix and within the streaming landscape over the past decade. Having moved beyond simply providing streaming entertainment for its subscribers, Netflix has gained a foothold in cinema’s highest echelons. This hasn’t happened without some degree of controversy, however.
“We’ve always tried to make sharing within a member’s household easy, with features like profiles and multiple streams. While these have been very popular, they’ve created confusion about when and how Netflix can be shared with other households. There’s a broad range of engagement when it comes to sharing households from high to occasional viewing. So while we won’t be able to monetize all of it right now, we believe it’s a large short- to mid-term opportunity.
Netflix has recently experimented with the idea of monetising sharing, having kicked off a pilot program in Latin America last month. Subscribers were given the opportunity to share the service with people outside of their own homes for a price. While it remains to be seen if this is the sort of direction that Netflix will be taking for its entire subscription base in the years to come, it does appear that the goal is to keep household sharing intact.
As the world’s costliest streaming provider, Netflix’s password sharing stance might not get a lot of sympathy from subscribers. Customers using their passwords while visiting family or friends isn’t much different from bringing a Blu-ray along to a friend's house or lending said Blu-ray out. And as Netflix continues to raise its prices, many aspects of its service – like which programs are available and how long they’re available for - continues to be an issue for many.
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