Netflix’s decision to restrict password sharing seems to have had a positive impact. While many users criticized Netflix for this decision and the company faced significant backlash on social media, it was revealed that the number of subscriptions increased.
Netflix sees increase in subscriptions
According to data compiled by analytics firm Antenna, Netflix experienced a significant increase in subscriber numbers in the first week after the announcement of password sharing restrictions. In the United States, the United Kingdom, and Australia alone, Netflix gained over 100,000 subscribers.
This increase of over 100,000 subscribers represents a daily growth rate of 102% compared to normal figures. Similar growth was last seen in March 2020, which coincided with the beginning of the pandemic.
However, it should be noted that the ban on password sharing implemented in late 2022 in Canada, Latin America, and Spain faced user backlash and resulted in cancellations of subscriptions. Nevertheless, Antenna’s report suggests that Netflix’s password sharing restrictions are yielding positive results.
The report also revealed an increase in global subscription cancellations following the decision to restrict password sharing. Antenna stated that since May 23, the cancellation rate for new users has reached 25.6%.
While the prohibition of password sharing seems to have been successful, the inability of individuals living in the same household to share accounts has generated significant criticism. Whether other platforms will implement similar measures remains to be seen in the near future.
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