The Wall Street JournalThe Wall Street Journal

The end of Netflix password sharing Is nigh

By Sarah Krouse, Jessica Toonkel

21 Dec 2022 · 8 min read

Editor's Note

Password sharing by Netflix subscribers is an issue that is affecting the streaming company's bottomline. The WSJ analyzes how Netflix is planning to go about ending it without alienating customers.

The end of password sharing is coming to Netflix soon—and it will be a challenge for both viewers and the streaming giant.

The company has put off this moment for years. Researchers inside Netflix Inc. identified password sharing as a major problem eating into subscriptions in 2019, people familiar with the situation say, but the company was worried about how to address it without alienating consumers. Then Covid lockdowns hit, bringing a wave of new subscribers, and the effort to scrutinize sharing petered out.

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