Netflix prepares its definitive crusade against account sharing. During the presentation of his fiscal results corresponding to the third fiscal quarter of 2022, the company announced that, starting next year, they will dedicate efforts to eradicate shared accounts around the world. In fact, they claim to have the solution to a problem that has been affecting them financially for years.
Although we have seen experiments and tests of functions that try to eradicate this practice, it will be in early 2023 when they will launch their final idea. What does it consist of? Basically, Netflix will allow you to create sub-accounts, which it will also monetize. The primary account owner will need to pay an additional fee depending on whether the borrowers are family or friends.
In the event that the beneficiaries prefer to disassociate themselves and create an individual account, Netflix will make it easy for you to transfer your profile to your new account. This feature, in fact, we detailed recently. It will be possible to transfer your playback settings, your history of content you have already seen and the lists of movies and series that you want to enjoy at a later time.
“We came up with a thoughtful approach to monetizing account sharing and will begin rolling it out more broadly from early 2023. After listening to consumer feedback, we will offer borrowers the ability to transfer their Netflix profile to their own We will also allow users to manage their devices more easily and create sub-accounts (“additional member”) if they want to pay for family or friends.”
Netflix points out that one of the reasons for its existence plan with ads, which will see the light of day in multiple regions next November, is precisely to encourage borrowers to sign up with their own account. They will pay considerably less relative to higher tiers, but they will also sacrifice continued play.
“In countries with our lowest-priced ad-supported plan, we expect the profile transfer option for borrowers to be especially popular.”
It will be interesting to see how consumers will react to the measures that Netflix will implement in the first months of 2023. Many have shown their discontent due to the high prices of current plans, and eliminating shared accounts will undoubtedly become another reason to raise your voice.
Netflix shows signs of recovery
In the tax report they also revealed that added 2.4 million subscribers during the last quarter. This figure is important for them because they have exceeded their forecast by one million. A few months ago, the company estimated a constant loss of users, but at least during this period they obtained green numbers.
However, on Netflix they know that they still cannot sing victory. Beyond the issue of shared accounts, which will most likely affect them at least initially, they are also changing their approach to the production of original content. They will prioritize the quality of their series and movies instead of quantity. The service has long been criticized for its lack of consistency in delivering premium content, but they are committed to turning things around.