Netflix Password Crackdown Drives US Sign-Ups To Highest Levels In At Least Four Years
According to research company Antenna, Netflix's password crackdown in the U.S. has resulted in the "four single largest days of U.S. user sign-ups since January 2019, when Antenna first began tracking the metric," reports Variety. "On May 23, Netflix began notifying U.S. customers that users on their accounts who live outside their households would need to be added as an 'extra member' (or get their own subscriptions)." From the report: Based on the most current Antenna data available, Netflix average daily sign-ups reached 73,000 from May 25-28, a 102% increase from the prior 60-day average. That was more than the spikes in subscriber sign-ups Antenna recorded during the initial U.S. COVID-19 lockdowns in March and April 2020. Netflix U.S. cancelations also increased over May 25-28 -- a phenomenon the company told investors it expected -- but those were less than the number of sign-ups, according to Antenna. The ratio of sign-ups to cancelations since May 23 increased 25.6% compared with the previous 60-day period. In the U.S., Netflix has told customers they must buy an "extra member" at an additional $7.99/month for anyone who doesn't live with them that currently uses their account. The streamer has said it will start blocking devices that attempt to access a Netflix account without having legitimate account access. According to New York-based Antenna, its estimates are based on millions of permission-based, consumer opt-in, raw transaction records, which are sourced "from a variety of data collection partners." The data includes online purchase receipts, credit, debit and banking data, and "bill-scrape data."
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