Netflix is launching its new anti-account sharing policy in Europe, after trials in other markets. French subscribers will now be informed that their account is to be used only by members of their household, with a charge of 5.99 euros for each additional share.
That’s it, Netflix has finally found the perfect solution to ruin the lives of its subscribers: no more sharing accounts. After having carried out its small experiments in certain markets and a first deployment in a few countries, including Spain, the streaming giant is rolling out its anti-sharing policy across Europe.
From today, subscribers in France who like to share their Netflix account with their cousin, their ex or their longtime friend, and this, outside their home, will receive a little sweet word from the Company : ” Your Netflix account is intended for use by members of the same household “.
Netflix defines “home” as ” anyone living in this household can watch Netflix anywhere, whether at home, on the go or on vacation, and take advantage of new features such as profile transfer and access and device management “.
And the worst part of it all? The additional account sharing fees are far from a bargain. For 5.99 euros per additional household, this can quickly become expensive.
A measure already applied elsewhere with mixed results
But before jumping for joy, remember that the same measure, applied in Spain, was rather poorly received. So much so that, according to a study by the company Kantar, this price sleight of hand prompted a million Spanish viewers to bid farewell to Netflix. The churn rate has “almost tripled” compared to the previous quarter.
With 10% of Netflix subscribers in Spain wishing to unsubscribe during the current quarter, one wonders if the American firm has not underestimated the cost of such a measure. In an increasingly competitive market, with a plethora of streaming platforms ready to roll out the red carpet to these neglected subscribers, Netflix may well have to rethink its strategy.
But hey, who knows? Perhaps France will know how to welcome this new policy with more enthusiasm. After all, who doesn’t dream of paying extra to continue sharing their Netflix account with loved ones? Indeed, said like that, it does not dream.
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