Netflix has begun to crack down on password sharing, as promised, by emailing users it believes are spreading accounts between multiple households. This has been long teased by the streaming platform, as it hopes to boost revenue. The plan’s success or failure could be a tone-setter for other streaming services on the road to profitability.
With the change now in effect in the U.S., CivicScience asked respondents to weigh in on how it might alter their relationship with Netflix. According to the latest data, nearly two-fifths of U.S. adults with Netflix think it’s at least ‘somewhat likely’ they will lose access to the platform following the recent change. A much greater percentage (61%) think it’s ‘not at all likely’ their access will change.
The move is slated to dramatically impact younger users, presumably those coasting on their parents’ or roommates’ accounts. An astonishing 75% of Gen Z adults with access to Netflix think it’s at least ‘somewhat likely’ they’ll lose access after the policy change. Fifty-seven percent of the 25-34 set with current access also think they could be in danger of losing Netflix.
In a previous report, CivicScience forecasted turbulent times for Netflix once the password-sharing crackdown begins – and while the latest data don’t point to overwhelming success, a decent share of users will be increasing their payments. Conversely to those losing access, 21% of U.S. adults with Netflix accounts plan to add new paid users to their household account (with 8% claiming they ‘definitely’ will). Nearly four times as many Netflix users (79%) claim they aren’t intending to add new paid users to their account at $7.99 per additional household.
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