March 12, 2021
Streaming giant Netflix, boasting over 200 million subscribers worldwide, is taking a firmer stance on password sharing. This new initiative, first identified by Gammaware, aims to curtail unauthorized logins to accounts. Clearly, they haven’t considered the effort many of us have put into coordinating shared access with family and friends across various streaming platforms during the pandemic binge-watching phase.
When Netflix detects a potentially suspicious login, it will display a message that states, “If you don’t live with the owner of this account, you need your own account to continue watching.” Initially, it seems harmless—a mild reprimand. However, if the user doesn’t tap on the “Join Free for 30 Days” option, they’ll need to verify their access by receiving a code via email or text that must align with the account owner’s details. There’s also a “Verify Later” choice, granting temporary access, but it will prompt for verification again afterward, essentially just extending the inevitable.
A Netflix spokesperson explained to The Verge, “This test is designed to ensure that only authorized users are accessing Netflix accounts,” which isn’t entirely accurate since many of us have granted permission to family members, like my own cousin who can’t get enough of British crime dramas.
If users fail to validate their access within a set timeframe, they’ll be prompted to set up their own accounts, or their days of streaming shows like Outlander will come to a halt. Technically, if you’re feeling sneaky, the account owner could share the verification code as it arrives by text or email, but that’s a risky move. I’m already bracing myself for an influx of texts from my cousin if this policy rolls out.
One possible escape route for account holders might be to clarify what constitutes a household account. Netflix’s terms state that streaming is for “personal and non-commercial use only and may not be shared with individuals beyond your household.” However, many families are spread out, with situations like kids in college or friends who feel like family complicating the definition.
Back in 2016, co-CEO Reed Hastings remarked, “Password sharing is something you have to learn to live with. There’s so much legitimate password sharing, like you sharing with your spouse, with your kids, so there’s no bright line, and we’re doing fine as is.” Well, Reed has spoken.
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Summary:
Netflix is cracking down on password sharing with new measures that require users to verify their access if they don’t live with the account owner. This policy has drawn frustration, especially from those who share accounts with family members. While Netflix aims to ensure authorized usage, the definition of a household remains a gray area, particularly for families separated by distance.