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For some time now, Netflix is on the defensive. The reasons are known: competitors increase – the latest is Paramount + -, market share is eroded and the subscribers are even starting to decline. And so the counteroffensive of the giant founded by Reed Hastings starts: new cheaper formulas with advertising and above all open war to password sharingor the practice of sharing a single subscription between multiple homes (in theory prohibited, but so far widely tolerated by Netflix).
The new subscription plan supported by advertisements arrives in Italy from 3 November, bringing the platform closer to traditional TV
Problems
On the other hand, when shareholders start to take their breath away (the value of the shares has fallen by 52% since the beginning of the year) the An estimated 100 million of those who in the eyes of Netflix are “freeloaders” become a potential loot to be monetized as soon as possible. In South America (the first continent to deal with this change of strategy), the methods adopted by Netflix were quite direct: in some countries, those who connected from a different home to subscribe to a new subscription (but this strategy was just decommissionedprobably due to numerous cancellations of subscriptions), in other Latin American countries it was instead preferred to charge extra for add individual users which are located outside the home.
In the northwestern world, Netflix is taking it considerably further away. Not only it is still possible to share passwords today without any particular problems, but the streaming platform has decided to adopt an indirect strategy that it masks the desire to let us buy a subscription of our own in a gesture of concern, attention to the changes that our life goes through.
“People move. Families are growing. Relationships change. Life goes on”in fact, Netflix writes in an email that is being sent to all its subscribers, reporting how today it is possible – unless the functionality is blocked within a few days – transfer your profile. The imagined situation is the following: you break up with your partner but – in order not to lose the personalization of the Netflix profile, the history and everything else – you are no longer forced to continue sharing the same subscription (which is a bit unfortunate), you can now transfer the profile to a new account that you pay for yourself.
Fight against sharing
Already tested in several countries in South America contextually to the fight against password sharing (which we have not yet arrived at), more than allowing us to peacefully move our account seems to be a passive-aggressive strategy to make us stop scrounging parental subscription or to share it with friends, in view of a crackdown that could leave us deprived of both.
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