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Netflix testing new feature to combat password sharing

2022-03-16 19:39 by


Netflix will begin testing a new, opt-in feature that will prompt subscribers to pay extra if sharing the service with people outside their own household. The feature will allow households to add up to two "sub accounts" for a fee that's less than the cost of the full-priced Netflix service. The new option will initially be tested in Chile, Costa Rica and Peru and will roll out over the next few weeks to those markets. The company didn't say if or when the feature would be rolled out to global subscribers.

"So for the last year we've been working on ways to enable members who share outside their household to do so easily and securely, while also paying a bit more," Chengyi Long, Netflix's director of product innovation, said in a blog post Wednesday. "We recognize that people have many entertainment choices, so we want to ensure any new features are flexible and useful for members, whose subscriptions fund all our great TV and films."

"We'll be working to understand the utility of these two features for members in these three countries before making changes anywhere else in the world," Long said, suggesting that if the program is successful, it could be rolled out on a wider basis.

In 2021, Netflix grew to 221.8 million subscribers, up almost 10% from the year prior. It added 8.3 million subscribers in the fourth quarter alone, just shy of its goal of 8.5 million. In January, Netflix increased its prices, boosting a basic monthly subscription from $9 to $10, the standard plan from $14 to $15.50 and its premium plan from $18 to $20.

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