Netflix: subscriptions increased by 102% after applying the policy against shared passwords

The policy against shared passwords of Netflix seems to be working in the US. In the first four days since the ban was implemented, the company increased the number of subscribers by 102%, compared to the previous 60 days.

“Since subscribers in the United States were alerted that it would begin curbing password sharing on May 23, 2023, Netflix has had the four biggest days of user acquisition in the United States in the four and a half years that Antenna has been measuring the streaming service. According to the most recent data available, Netflix registered almost 100,000 daily subscriptions, both on May 26 and 27”, notes Antenna.

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This even exceeded the peak of subscribers during the novel coronavirus pandemic. “Average daily subscriptions to Netflix reached 73,000 during that period, an increase of more than 102%. with respect to the average of the previous 60 days. These exceed the spikes in the subscription antenna seen during the initial US COVID-19 lockdowns in March and April 2020.″, he adds.

Graph of Netflix daily subscriptions. | (Photo: Antenna)

Although the number of canceled subscriptions also increased, it does not compare with the new ones. “Cancellations also increased during this period, but not as much as subscriptions. The ratio of subscriptions to cancellations since May 23 increased 25.6% compared to the previous 60-day period”, he concludes.

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Netflix has implemented this policy against shared passwords since 2022. The company began testing this new measure in countries such as Peru, Chile and Costa Rica with the aim of recovering profits. The reason would be the cancellation of the plans by the users after the confinements due to the pandemic ended.

The company delayed the implementation in the United States, due to criticism, and chose to start the process in other countries. However, everything indicates that the measure is working in the North American country, its largest consumerdespite the fact that in other countries it has had the opposite result, as is the case in Spain.

Source: Elcomercio