Netflix’s plan to “stop” users sharing their accounts is a fiasco; and that has not even been implemented globally yet. However, the first tests of the streaming platform are showing that the measures applied do not have the desired effect.
rest of world states that in Peru, one of the countries where the measure is already in operation, its application is tremendously uneven. Some users have already suffered price increases for sharing their account with people they do not live with; while others have ignored the warnings and received no “punishment”. Added to this is a growing concern on the part of consumer protection entities, as well as confusion among the employees in charge of providing Netflix customer service.
The picture is far from ideal and makes it clear that Netflix still has to resolve several fundamental points of this initiative, especially if it really intends to bring it to its most important markets. For now, in addition to Peru, the price increases for those who share their accounts also apply in Chile and Costa Rica.
But what the aforementioned report exposes is that Netflix is failing in crucial aspects, such as lack of effective communication around which are the cases to which this sanction applies. The idea of the American company is that a subscription is used only by the members of the same household; however, many users understand that a family group made up of people who live in different cities should be able to share their access. This has led to claims that have often come to nothing, or directly to the cancellation of the accounts in question.
Is Netflix really ready to bring its account control to its most important markets?
If what is reported from Peru is any measure, Netflix must be rethinking its approach to this problem. Or at least the speed with which it intends to advance in this initiative to transform multiple users of the same account into genuine subscribers. As was recently known, the company decided advance the implementation of measures to prevent users from sharing their passwords; Although no further details were provided to employees, the news was disclosed along with the idea of launching its cheap plan with announcements in the final quarter of this year.
The first experiences to avoid what Netflix considers an improper use of their accounts are not paying off in small markets. Therefore, the streaming platform will have to work hard in the coming months to change the public’s perception of this measure, especially in view of landing in countries with a greater number of clients.
After all, Netflix’s statement in its opposition to shared accounts is legitimate. This is a business, and that is more than clear. The problem is that the company seems to be slapping to overcome the bad experience due to the recent loss of subscribers, and has had no better idea than to load inks on its users before its first negative result in a decade.
Let’s not forget that the service is not only struggling to sustain momentum after years of confinement due to the coronavirus pandemic. Netflix has also encountered loss of interest from its older customers, adding an extra layer of complexity to its turnaround plan.
We’ll see what happens in the coming months, but so far Netflix’s plan against shared accounts is far from optimal. And we can’t say we’re too surprised.