Netflix sign-ups have surged recently as the company prepares to crack down on password sharing, analytics firm Antenna said today in a first look at the impact of the streamer’s new policy.
The company formally alerted U.S. subscribers on May 23 via email that it would begin to curb password sharing, which was followed by the four single largest days of user acquisition in the four and a half years Antenna has measured the streaming service, the research firm said.
Based on the most current data available, it calculated Netflix saw nearly 100k daily sign-ups on both May 26 and May 27. Antenna said its purchase data covers all Netflix sign-ups except for those via MVPD + Telco distribution.
Antenna said average daily sign-ups to Netflix reached 73k during that period, up more than 100% from the prior 60-day average, and exceeding spikes in sign-ups during Covid-19 lockdowns in March and April of 2020.
Read more on deadline.com