Netflix Will Make You Pay For Password Sharing
But it won’t be an easy task among Generation Z customers.
Netflix announced it would start monetizing password sharers in the United States soon, but it will encounter some difficulties among Gen Z subscribers. A study from Morning Consults shows that streamers’ most sought-after customers — Gen Zers — will be disproportionately affected by and particularly reluctant to adapt to password-sharing enforcement measures.
Gen Z adults who said they would “definitely” pay for the ability to give out their passwords is just 6%, while the share of all adults who said the same is 15%. The same study says that Gen Zers are willing to limit the number of people they give their passwords to, if it means avoiding a price hike.
To combat password sharing, Netflix said it would limit U.S. viewership of its programming to people living in the same household. Those who subscribe to Netflix’s standard or premium plans can allow another person living outside their family to use their password for an additional $8 per month, a $2 discount from the company’s basic plan.
Netflix assured that everyone living in the same household of a U.S. customer will still be able to stream TV series and movies “wherever they are — at home, on the go, on holiday.”
The Californian company has approximately 70 million U.S. account holders, 232,5 million worldwide, 4,5 of them in Italy.
Sources: AP, Morning Consult, Statista, Flixpatrol
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But it won’t be an easy task among Generation Z customers.
Netflix announced it would start monetizing password sharers in the United States soon, but it will encounter some difficulties among Gen Z subscribers. A study from Morning Consults shows that streamers’ most sought-after customers — Gen Zers — will be disproportionately affected by and particularly reluctant to adapt to password-sharing enforcement measures.
Gen Z adults who said they would “definitely” pay for the ability to give out their passwords is just 6%, while the share of all adults who said the same is 15%. The same study says that Gen Zers are willing to limit the number of people they give their passwords to, if it means avoiding a price hike.
To combat password sharing, Netflix said it would limit U.S. viewership of its programming to people living in the same household. Those who subscribe to Netflix’s standard or premium plans can allow another person living outside their family to use their password for an additional $8 per month, a $2 discount from the company’s basic plan.
Netflix assured that everyone living in the same household of a U.S. customer will still be able to stream TV series and movies “wherever they are — at home, on the go, on holiday.”
The Californian company has approximately 70 million U.S. account holders, 232,5 million worldwide, 4,5 of them in Italy.
Sources: AP, Morning Consult, Statista, Flixpatrol
