Netflix is trying a new policy with some subscribers, prompting some people to sign up for a different account if they are not watching with the customer.
The message reads: “If you do not live with the owner of this account, then you need your account to continue watching.” The Stream first reported about the trial.
According to a spokesperson, Netflix tries “hundreds” of tests a year with a select few subscribers. Testing may not cause a large crack around password sharing. The test can be implemented for account security as well as password sharing.
“This test is designed to ensure that people using Netflix accounts are authorized for this,” Netflix said in a statement.
About 33% of all Netflix users share their passwords with at least one other person, research firm Magid. Netflix’s original plan costs $ 8.99 per month.
The company’s standard plan is $ 13.99 per month, which allows users to watch Netflix on two screens at the same time.
Historically, Netflix hasn’t done much to stop password-sharing, as the strong growth in subscriber numbers and its stock price offset any concerns about lost revenue.
Back in 2016, CEO Reed Hastings said there were ‘no plans’ to change their approach.
He said: “Password sharing is something you have to learn to live with, because there’s so much legitimate password sharing – like you sharing with your spouse, with your kids.
“There’s no bright line, and we’re doing fine as is.”