Seeking to quickly assure shareholders it was taking action to boost revenue, Netflix said it it was working on 'more effective monetization of multi-household sharing.' Co-CEO Reed Hastings told shareholders Netflix had been thinking about this for years, but 'when we were growing fast, it wasn't the high priority to work on.' Now that this has changed, it's become top of mind. But the earnings report still stunned analysts, as Netflix had projected it would gain 2.5 million subscribers that quarter. The company said this could partially be blamed on losses from suspending service in Russia amid the war in Ukraine. Netflix's stock plunged in April 2022 after it lost subscribers for the first time in over a decade - 200,000 of them. Netflix has also tested a feature asking users to enter a verification code sent to the owner of an account to continue watching - something that could, for instance, affect those using the account of someone they aren't necessarily in regular contact with. Right now, this is just a test, so it's unclear how similar it might look to what Netflix eventually brings to the United States. In Costa Rica, as an example, Netflix said adding sub accounts would cost an additional $2.99.Īlternatively, users who are watching on someone else's account could transfer their profile to a new account while keeping their viewing history, list, and recommendations. Their subscription fee would go up, though the total would come out to less than if those two people both signed up for their own separate Netflix accounts. In the test, Netflix users are able to add 'sub accounts' for up to two people who don't live with them. This would involve prompting subscribers to pay more per month to share their accounts. In March 2022, Netflix said it was testing a way to crack down on password sharing in Chile, Costa Rica, and Peru.

Netflix chief product officer Greg Peters says the company is 'not trying to shut down' account sharing completely, but it's looking for ways to make money off these viewers who aren't paying anything. But this attitude may be coming to an end.

Netflix new update 2021