Netflix plans to phase in “paid sharing” — the company’s preferred term for cracking down on the loaning of login credentials — in the U.S. in the coming weeks
plans to phase in “paid sharing” — the company’s preferred term for cracking down on the loaning of login credentials — in the U.S. in the coming weeks.
The U.S. debut is part of a “broad rollout” across the world in the current quarter, the company said in its quarterly letter to shareholders. “In Q1, we launched paid sharing in four countries and are pleased with the results,” the letter said. The decision to finally lower the boom on customers for sharing passwords followed a long period when the company winked at the practice. In recent years, the billions in lost revenue began to take on increasing importance and the first trials of a program in which subscribers can pay a fee to add another subscriber to their account began last year.
“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,” the shareholder letter said. “We learn more with each rollout and we’ve incorporated the latest learnings, which we think will lead to even better results.”
In order to implement the changes, the company continued, “we shifted out the timing of the broad launch from late Q1 to Q2. While this means that some of the expected membership growth and revenue benefit will fall in Q3 rather than Q2, we believe this will result in a better outcome for both our members and our business.”
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