As first detailed by the Wall Street Journal, Netflix is calling the approach “paid...
. Those using someone else’s password are required to enter a confirmation code sent to the account owner who must provide it within 15 minutes for the sharer to begin watching.
Those who’ve shared their passwords haphazardly — to college roommates, exes, second and third cousins, etc. — likely aren’t going to be interested in paying more to continue that. The ultimate goal is to get those who aren’t paying for Netflix to pay for their own accounts, which cost $6.99 to $19.99, depending on video quality and the number of simultaneous streams.First, the company created a tier it calls “Basic with ads,” which includes commercials. That’s the $6.
and former HBO CEO Richard Plepler said in 2014 he wasn’t worried about the practice, calling it a “terrific marketing vehicle.”Netflix’s terms of service limits use to members of the same “household,” but historically the company hasn't defined that term.
But the stakes and potential to reap much more revenue are high. Rich Greenfield, media and technology analyst at LightShed Partners, said he estimates that of the 100 million people who are using someone else’s credentials, there are 20-plus million people who would pay to use an existing account or to establish their own.
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