Netflix, now a cultural powerhouse due in part to password sharing, has announced plans to combat the practice. Information has emerged on the company’s new anti-password sharing strategy, which is likely to be unpopular with many.
Under Netflix’s new policy, password sharing will only be permitted within a single household. To enforce this, Netflix customers are required to designate a “main location” for all their accounts, even if they live in the same household.
They must sign-in to the main location’s Wi-Fi network at least once every 31 days to avoid having their device disabled.
By examining data like IP addresses, device IDs, and account activity, Netflix may detect whether a device accessing the account is connected to the primary location. The account might be disabled if it is frequently accessed from a location different from the primary one or if it is signed into using a device that is not a part of the primary location.
Device validation requires the primary account holder to supply a temporary code. The traveling user’s access to Netflix will be continuous for seven days following the verification.
Beyond the first seven days, it is uncertain if more temporary codes may be obtained without needing to buy a different account.
While some users may worry about losing their profiles, Netflix has added a feature that allows the transfer of their viewing history and recommendations to another account if they choose to get their own.
The company is currently testing this new measure in selective markets, with plans to roll it out globally in the near future. This has caused concern among users who have relied on password sharing as an affordable way to access the platform’s vast content library.
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Unsurprisingly, the change has elicited strong reactions from many, with some predicting the downfall of Netflix as the leading streaming service.
Reddit rarely offers anything meaningful to the world but this user summed up the @netflix password sharing ban incredibly well. pic.twitter.com/UnuqtynIY3
— Robert Jefferson (@comicsexplained) February 1, 2023
Cancel Netflix. They just lost my business. "Password-sharing" is not a thing, it's called password-using. This is regressive bullshit borne out of capitalist greed to squeeze more money out of us. People paid for a password and they use it wherever they go.
— Fifty Shades of Whey (@davenewworld_2) February 1, 2023
Similarly, another Netflix user also expressed her disappointment saying, “Netflix’s plan to crack down on password sharing is a step in the wrong direction. This is going to drive people away from the platform.”
Never forget that @netflix purposefully supported password sharing for their growth.
You are paying for a certain number of screens, it shouldn't matter where those screens are located. pic.twitter.com/qHY42NSZ9o
— Steve Posthumus (@stovepost) January 31, 2023
I feel like not enough streaming services are humble about the fact that they became successful because they were affordable and more convenient than pirating, and they're going to keep making themselves more expensive and less convenient until everybody pirates everything again https://t.co/mgyTCYC0xb
— Jenny Nicholson (@JennyENicholson) February 1, 2023
An additional intriguing viewpoint was shared by a tweeter asking about the Netflix users who travel frequently, for more than seven days, or don’t have WIFI, or a home.
This @netflix password rule is SO dumb—log onto home WIFI once a month / 7 day travel limit?! What if you travel a lot, longer than 7 days? What if visiting parent’s for a month? What if a pilot/FA/trucker? What if you don’t have wifi—or don’t have a home?https://t.co/d2Itr8KcIN
— Eric Feigl-Ding (@DrEricDing) February 2, 2023
The outcome of this situation is uncertain, but Netflix has already faced criticism prior to the password sharing issue. The company has been canceling popular shows and the quality of new content has been questionable.
With major studios like Disney retaining their shows for their own streaming services and launching their own platforms, Netflix appears to be struggling to maintain its relevance.
