Netflix, the popular streaming service, recently made an important announcement regarding password sharing in over 100 countries, including the United States, UK, France, Germany, Australia, Singapore, Mexico, and Brazil. According to the new policy, a single Netflix account can only be used within one household. This means that family members living together can still enjoy Netflix on various devices, whether they are at home, on vacation, or on the move.
Before this policy change, many people used to share their Netflix account with friends or people outside their primary household. However, now the company is cracking down on this practice to ensure that each account is used only by those who live in the same household. This move has helped Netflix gain 7.6 million new subscribers from January to June, compared to a loss of 1.2 million subscribers in the first half of 2022.
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Netflix reported an 8% year-on-year global subscriber growth in the second quarter of 2023. Experts believe that this growth will continue in the second half of the year, especially in emerging markets like India, where the new account sharing policy has been introduced.
To make it easier for family members within the same household to share the account, Netflix offers features like "Transfer Profile" and "Manage Access and Devices." These features ensure that everyone in the family can have their own profiles and watch their favorite shows without interfering with others.
Experts also see this new policy as an innovative way for Netflix to drive subscription revenue growth, especially in developed countries where the market is saturated, and in emerging markets where the average revenue per user (ARPU) is lower. They believe that some Indian broadcaster-led OTT (Over-The-Top) giants may follow a similar model to increase subscription revenue in a price-sensitive market.
Netflix's revenue for the second quarter of 2023 was $8,187 million, showing a slight increase of 0.3% compared to the previous quarter and 2.7% year-on-year growth. The company expects its revenue growth to accelerate in the second half of the year, thanks to the full benefits of the paid sharing policy and the steady growth in the ad-supported plan.
By cracking down on account sharing practices and improving monetization through initiatives like paid sharing and advertising, Netflix aims to generate more revenue from its growing subscriber base. This additional revenue can then be reinvested to enhance the Netflix experience for its members.
Starting from July 20, Netflix will start enforcing the new policy in India and other markets such as Indonesia, Croatia, and Kenya. In these markets, Netflix will not offer the option for extra members since they had recently reduced prices and have relatively low penetration rates, providing Netflix with ample opportunities for growth without additional complexities.
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