Netflix announces major changes to account sharing after backlash to proposed ban

Netflix has announced further changes to its account sharing policy after users were left baffled as to how it works, and why a ‘ban’ was brought in. The streaming service has also recently angered Londoners due to their filming in the city for the latest series of You.

A new rule to limit how many people could access one account was put forward by company directors at the streaming service, who claimed it was impacting their ability to “invest in great new TV and films”. The initial announcement was met with a significant backlash, and thousands of subscribers decided to cancel their membership.

Customers were confused by some of the new rules, with one forcing users to log in on their home WiFi once a month or risk their account being blocked. The proposed change was met with many objections by paying customers, and the streaming service has been forced to explain its approach.

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Its official website has just released a statement titled: “An Update on Sharing.” Director of product innovation, Chengyi Long, explained Netflix had “always made it easy” for those in one household to share an account with different profiles for different family members. Long also confessed that the company had created confusion about when and how subscribers can share accounts.

She added that due to “100 million households” sharing Netflix accounts, the extent of password sharing was impacting the “ability to invest in great TV and films”. Now new rules have been rolled out yesterday (February 8) in Canada, New Zealand, Portugal and Spain after an initial crackdown in Latin America, with the changes likely to make their way to the UK soon. Here are the full list of changes Netflix have announced:

Set primary location

Netflix will supposedly help members set this up, ensuring that anyone who lives in their household can use their Netflix account.

Manage account access and devices

Members can now easily manage who has access to their account from its new Manage Access and Devices page.

Transfer profile

People using an account can now easily transfer a profile to a new account, which they pay for — keeping their personalised recommendations, viewing history, My List, saved games and more.

Watch while you travel

Members can still easily watch Netflix on their personal devices or log into a new TV, like at a hotel or holiday rental.

Buy an extra member

Members on Netflix’s Standard or Premium plan in many countries (including Canada, New Zealand, Portugal and Spain) can add an extra member sub account for up to two people they don’t live with — each with a profile, personalized recommendations, login and password. The prices released for countries above so far have worked out to be between £4 and £6.


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