The days of using someone else’s Netflix password may be numbered.
The streaming giant is testing a new feature with select customers to crack down on password sharing. The trial testing intends to verify users’ accounts to stop the spread of a password among people, including strangers, and prevent fraud.
Netflix’s testing comes as the company faces competition from Disney+, HBO Max and Hulu as streaming and binge-watching have exploded during the pandemic. Netflix has arguably benefited the most as the streamer, which added about 37 million new customers last year surpassing 200 million subscribers.
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The test has been rolled out to a select number of customers using Netflix’s TV app. For example, when a Netflix user chooses their profile on a shared account, a question pops up asking them to verify their account by confirming via either a text or email sent to them.
If a user can’t confirm they are the authorized user of the account, they will get a prompt to set up a new account which comes with a 30-day free trial.
About a third of Netflix users have shared their passwords with others, according to research firm Magid.
Netflix’s basic plan in the U.S. is about $8.99 as in October, the streamer’s basic plan, which allows viewers to watch on two separate devices simultaneously, increased by $1 to $13.99, while its premium plan, which viewers can watch on four devices rose to $17.99 from $15.99.