Netflix’s recent move to enforce a ban on password-sharing has seemingly backfired, as searches for “cancel Netflix account” in the UK surged by a staggering 2,939 percent. The new policy, which was implemented in 103 countries, including the US and UK, requires individuals who were previously using someone else’s Netflix account to create and pay for their own logins. Additionally, those who still wish to share an account with individuals outside their household must now subscribe to a “paid sharing” option, costing £4.99/month ($8/month in the US).
This decision by Netflix sparked anger among existing users, who took to social media platforms like Twitter to express their discontent. Many threatened to unsubscribe from Netflix accounts but stated that they would not comply with the new policy. Netflix began informing its members about the sharing policy changes, emphasizing that accounts are only meant to be shared within a single household.
According to Netflix, over 100 million households share accounts, accounting for approximately 43 percent of its global user base. The company claims that this practice has impacted its ability to invest in new content. Earlier this year, Netflix had already introduced password-sharing guidelines in four other countries, including New Zealand, Canada, Portugal, and Spain. In those countries, members were asked to designate a “primary location” for their accounts and given the option to establish additional sub-accounts for individuals living outside their home base for an extra fee.