Netflix Will Be to Trying to Turn Password-Sharers Into Paid Customers ‘for Some Time,’ Co-CEO Says
variety.comTodd Spangler NY Digital Editor Netflix just kicked off its big crackdown on illicit password-sharing users this spring — but co-CEO Greg Peters says there’s still a long road ahead of the company on this front. “We’ll be in the password-sharing business for some time,” Peters said, speaking Tuesday at the 2023 Goldman Sachs Communacopia + Technology Conference.
According to Peters, Netflix “built an elegant solution” to address the issue of informing users who were piggybacking on someone else’s account that they would need to pay for their own plan (or get added as an “extra member” for an additional fee). “If you’re borrowing Netflix, you’re not thrilled about the idea that we’re gonna charge you,” Peters noted.
Netflix continually tested and iterated its paid-sharing programs and messaging as it saw how consumers were responding. “We always had a deliberate approach… to make sure we were learning and we were getting it right,” he said.
For Netflix, clarifying the messaging was a key component of that, Peters said. “There was a lot of confusion about what use cases we were trying to prevent,” he said, adding that Netflix made a point of telling customers that using the streaming service while traveling is totally OK.
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