Here’s how Netflix plans to end password sharing on its platform

Netflix Inc on Wednesday published rules to crack down on the sharing of passwords for accounts on its streaming platform. Among other things, the OTT giant said customers will need to set up a primary location for the account.

“We help members get set up and make sure everyone in their household can use their Netflix account,” reads a blog post.

Earlier this month, the company updated its FAQ pages and clarified the importance of primary location.

“A primary location is set by a TV that is signed into your account and connected to your Wi-Fi network. Any other devices signed into your account on that Wi-Fi network will be associated with your primary location and be able to use Netflix,” the company said.

Netflix sets a primary location based on IP address, device IDs, and activity when a user hasn’t specified a primary location or doesn’t have a TV.

Additionally, to ensure devices are linked to the primary location, users must connect to WiFi in their primary location, open the Netflix app or website, and watch at least once every 31 days.

In the blog post, the company said that starting today, it will roll out password sharing rules in Canada, New Zealand, Portugal and Spain. They are already operational in Latin America.

Users are also required to purchase an additional member account that can be accessed by two people who are not at the main site.

“Netflix Standard or Premium plan members in many countries can add an additional member sub-account for up to two people for an additional C$7.99 per month per person in Canada, NZD 7.99 in New Zealand, €3.99 in Portugal and 5.99 euros in Germany add Spain,” the company announced.

Members can also manage who has access to their account. They can also transfer the profile to a new account and still easily watch Netflix on their personal devices or sign in to a new TV.

Amid stiff competition from rivals like Amazon Prime and Apple TV, Netflix lost subscribers in the first half of 2022. The stock price has fallen to $366 on Wednesday from around $600 in January 2022 following the launch of an ad-supported plan.

“As always, we’ll be refining these new features based on member feedback so we can continue to improve Netflix in the years to come,” it said.


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