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24th April 2023
02:08pm BST
Netflix's long-dreaded crack down on password sharing has an official start date and it is only weeks away.
News of Netflix's password control measures broke earlier this year, after it had trialled the rule change in certain countries. But the streaming platform quickly backtracked on the plans following an outcry from users.
However, it now seems to be ready to implement it in a move that will either boost its subscriber count, or see people ditch it altogether.
In a statement, the company said the tightening of its rules will begin in the US and other countries during the current quarter (April to June).
What it means by other countries remains a mystery, but it seems inevitable that Brits will be impacted.
Netflix explains the decision on its website: "We’ve always made it easy for people who live together to share their Netflix account, with features like separate profiles and multiple streams in our Standard and Premium plans.
"While these have been hugely popular, they have also created some confusion about when and how Netflix can be shared.
"As a result, accounts are being shared between households."
In a letter to investors last Tuesday, Netflix confirmed that the password crackdown would be rolled out in most remaining big markets by July.
"In Q1, we launched paid sharing in four countries and are pleased with the results," the letter seen by the BBC read.
"We are planning on a broad rollout, including in the US, in Q2.
"We’re pleased with the most recent launches of paid sharing, and while we could have launched broadly in Q1, we found opportunities to improve the experience for members.
Netflix already set up password-sharing fees in Canada, New Zealand, Portugal and Spain, saying it was pleased with the results of the trial.
The company reported an increase of 1.75 million subscribers, up nearly 5 per cent from the same period in the prior year, but still below their expectations.
Netflix also announced that they will call and end to their DVD rental service after 25 years. The final DVDs will be posted out on September 29, 2023.
The service was the original foundation of Netflix back when they began as a company in 1998. They pivoted to streaming in 2007.
"We feel so privileged to have been able to share movie nights with our DVD members for so long, so proud of what our employees achieved and excited to continue pleasing entertainment fans for many more decades to come," the company said.
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