Netflix announces changes to how account sharing works after backlash to ban
Netflix has made another announcement as users continue to be baffled by the logistics of their password sharing ban.
Complaining that password sharing is 'impacting our ability to invest in great new TV and films', the company has vowed to crack down on the issue globally.
Unfortunately for them, this has gone down like a lead balloon - with many users threatening to cancel their subscriptions.
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The rollout of the new rules has got off to a chaotic start. After initial plans which required users to log in on their home WiFi once a month or risk their account being blocked were met with fierce backlash, the streaming giant backtracked and claimed the new rules were shared in error.
Netflix is now pressing ahead with the global rollout of their password sharing rules and tried to clarify exactly how it will work.
Its official website has just released a statement titled: "An Update on Sharing."
The director of product innovation, Chengyi Long, began by saying that the company had 'always made it easy' for those in one household to share a Netflix account together with different profiles.
While acknowledging the popularity of such features, the statement admitted that they have also 'created confusion' about when and how subscribers can share accounts.
Noting that over '100 million households' share Netflix accounts, Long added that this extent of password sharing impacts the company's 'ability to invest' in great TV and films.
Due to this, new rules have started to be rolled out yesterday (February 8) in Canada, New Zealand, Portugal and Spain after an initial crackdown in Latin America. The measures will likely be rolled out more broadly to the UK later.
With an emphasis on giving members 'greater control' over their accounts, Netflix has listed five ways in which users can manage peoples' access to their account.
Set primary location
The streaming platform has said they will help members set up this feature.
The idea is that setting the account's primary location will ensure that anyone living within that household can freely reap the benefits of the Netflix subscription.
Manage account access and devices
As a means of giving members 'additional control', this function allows for account holders 'easily manage' recent devices that have streamed from their account.
With just one click, members can choose to log out specific devices that they may not want to hold their account information anymore.
Transfer profile
Acknowledging the benefit of personalised recommendations, saved programmes or just being able to pick up where you've left off in a series, Netflix now have a feature that allows users to completely transfer a user profile to a brand-new, paid-for account.
All about keeping a 'constant' in 'times of change', the idea is that password sharers may not be inclined to get their own account if all their information can now be easily moved over.
Watch while you travel
With many concerns about how subscribers will use their Netflix account abroad, the streaming platform have assured members that they can still 'easily watch' TV and films on their personal devices or by logging into a new TV at a hotel or holiday rental.
Buy an extra member
Lastly, Netflix have made it possible for members on a Standard or Premium plan from countries including Canada, New Zealand, Portugal and Spain to add an extra member 'sub account' for up to two people that don't live in their household.
Each extra member will be able to have their own password, profile with all the customised recommendations and features that any regular account would have.
This extra member costs CA $7.99 a month per person in Canada, NZ $7.99 in New Zealand, €3.99 in Portugal, and €5.99 in Spain.
We can expect similar rules in the UK soon, although Netflix is yet to provide a timeline for this.
Topics: Netflix, TV and Film
Rhiannon Ingle