Press coverage:
Netflix password-sharing crackdown a ‘success’
21st March, 2024
By Jack Benjamin
Analysis
Netflix’s password-sharing crackdown has resulted in a 10 percentage point increase in paying subscribers (from 60% to 70% of total Netflix users) in the UK.
That is according to new research from media market research company MTM, which also found that despite the strong numbers, a majority (60%) of Netflix users surveyed said they were experiencing “content fatigue”.
In an interview with The Media Leader at last week’s Connected TV World Summit, Rob Collier, MTM’s head of strategy, said the data showed Netflix’s password-sharing crackdown had been a success.
“The number of people who are sharing passwords is reducing, but crucially the number of people who are subscribing to Netflix in the UK is going up,” he explained.
It would suggest that, instead of abstaining from the platform, those who had previously accessed Netflix’s content via other people’s accounts are preferring to pay.