Netflix, the streaming giant, has officially put an end to password sharing in India. The new policy restricts access to one account per household, a stark shift from earlier practices that enabled wider distribution of a single account. The move is part of a more comprehensive, global crackdown the company announced in May, aimed at curbing password sharing beyond immediate family members.
The decision is not entirely unexpected, as Netflix looks to bolster its revenue following a challenging period last year. The newly implemented strategy reflects the company’s aim to ensure a steady revenue stream by limiting account usage to the confines of a household.
According to the company’s statement, “Anyone living in the house can use Netflix — at home, on the go, on vacation — and benefit from new features like transfer profiles and access devices.” This reiterates Netflix’s attempt to keep its user base within a household engaged, while discouraging password sharing outside this realm.
As part of its enforcement strategy, Netflix has begun reaching out to customers in India who are known to be sharing their accounts beyond their households. This communication aims to ensure compliance with the new policy and affirm the company’s commitment to a fair usage practice.
The measure underscores Netflix’s dedication to securing its revenue streams and protecting its content rights. While it may prompt some backlash from users accustomed to more flexible account usage, it could ultimately serve to solidify Netflix’s position in an increasingly competitive streaming market.