Netflix’s crackdown on password sharing seems to be working as daily US sign-ups for the streaming service jumped in the first few days after it came into effect on May 23.
The company recorded nearly 100,000 daily sign-ups on both May 26 and May 27, according to data from research firm Antenna.
This was after the company said it sent out emails alerting users that their accounts cannot be shared for free outside their households.
‘A Netflix account is for use by one household. Everyone living in that household can use Netflix wherever they are – at home, on the go, on holiday,’ said Netflix in the email.
Customers in 103 other countries, including the United States, Britain, France, Germany, Australia, Singapore, Mexico and Brazil, received the emails.
While many users looked for ways around the password-sharing crackdown, others might have paid up.
The streaming video pioneer saw its four largest days of US user acquisition after the change came into effect in the four and a half years that Antenna has been covering the company.
Netflix had estimated that more than a 100 million households were sharing their log-in credentials to people outside their homes.
Under the new rules, if you’re sharing an account with someone outside your household, you’ll need to either kick them off the account or pay an extra £4.99.
The recent spike also exceeded levels seen during the initial US Covid-19 lockdowns in March and April 2020, according to Antenna, which sources data from third-party data collectors that track online purchase receipts, credit, debit and banking data details with permissions.
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