The new feature on the platform asks viewers whether they share a household with the subscribed account holder. Netflix users have reported seeing a message asking them to confirm they live with the account holder by entering a code sent via email or text to the registered subscriber.
While watching, a message appears saying: “If you don’t live with the owner of this account, you need your own account to keep watching.”
As the feature is still in the testing phase, viewers currently have the option to delay the verification step and continue watching.
A Netflix spokesperson said: “This test is designed to help ensure that people using Netflix accounts are authorised to do so.”
Netflix is the world’s largest paid subscription based video streaming service in the world.
In January the service recorded over 203 million subscribers, a 30% increase from 2019.
Statistics on account sharing vary, but research firm Magrid found that around a third of all people using the service share it with members outside of their household.
Netflix terms and conditions clearly states: “The Netflix service and any content viewed through the service are for your personal and non-commercial use only and may not be shared with individuals beyond your household.”
In October 2019, Greg Peters, Chief Product Officer for Netflix said the company had no “big plans” for tackling password sharing.
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They say it was a result of “the impact from the initial Covid-19 lockdowns.”
It is expected that they will gain another six million users in the same quarter of 2021.