The streaming platform previously stated how account sharing “undermines our long-term ability to invest and improve Netflix”.
The trial for stopping more than 100 million households from sharing accounts is the closest indication to Netflix’s new global approach.
The streaming company has already introduced sharing fees in South America, which are the equivalent of about £2 a month. The announcement followed its introduction of profile transfer, which enables users to port details of their viewing history, games, lists, and settings to a different account. Profile transfer is intended to encourage people to set up their own accounts.
What is Netflix’s new trial to clamp down on password sharing
In countries where the new rules are already applicable, Netflix said it will limit access to its service to a single primary location based on the account holder’s wi-fi network and the devices connected to it.
However, users will have to ensure they watch the service on a device at least once every 31 days to verify it. Otherwise, Netflix said the device may be blocked, effectively stopping them from accessing the streaming service on it.
By checking devices through location, Netflix will be able to track information through IP addresses, device IDs, and account activity.
The popular streaming platform can then work out which viewers are watching accounts from different locations frequently.
Any other devices frequently connected to other wi-fis are then flagged as suspicious.
Social media reaction to Netflix trial
Needless to say, it has caused an uproar on Twitter, with thousands posting their thoughts on this worldwide ban, despite an ongoing cost-of-living crisis.
One user described is as like “Domino’s stopping people from splitting pizzas” adding how the platform was “a graveyard of obscure and cancelled shows – no one watches it enough to warrant their own subscriptions”.
@ClTYOFMON shared a similar sentiment saying: “The funniest thing about this whole netflix debacle is that they think password sharing is what’s losing them money when in fact it’s the dwindling selection and cancelling popular shows after like one season lmfao”.
According to Netflix, they will send a link to the email address or phone number of the primary account holder revealing a four-digit code that will need to be entered on an “untrusted” device within 15 minutes.
This will mean, if your friend is using Netflix on another device in another location, they’ll need to enter the code within 15 minutes in order to be allowed to log in.
This authorisation might also be needed if a person goes travelling for an extended amount of time, with comments from Twitter showing their frustration for account holders.
User @photonsmight wrote: “Not only are Netflix’s new password sharing rules deplorable, there’s so many ways it can prevent people who live in the same house from being able to access their own Netflix, you shouldn’t have to jump through hoops to use your own service.”
“People who travel for work, kids with divorced parents, university students, the elderly family members who rely on password sharing because they don’t know how to set up an account…..yeah RIP Netflix,” added@PopBase.
Recently, Netflix accidentally posted information about their trial and shared it across help-centre pages in South America.
“For a brief time yesterday, a help center article containing information that is only applicable to Chile, Costa Rica, and Peru went live in other countries. We have since updated it,” stated the tech giants.
The post has since been taken down but hasn’t stopped some from questioning Netflix’s approach.
“Has anyone done a deep dive on the privacy and security implications of Netflix fingerprinting your home WiFi Network and essentially creating a record of when you are home or not … just to crack down on password sharing,” asked @evan_greer.
Another user summed it up perfectly and reflected the general reaction by most saying: “Netflix practically built its current user base on shared passwords and are now trying to fight against it…in a recession…during record breaking inflation…really wasn’t to see how this plays out.”
