Netflix’s recent efforts to crack down on password sharing among its users in the United States have yielded promising results, according to early data from research company, Antenna.
The streaming giant began notifying its U.S. customers on May 23 that individuals outside their households would need to be added as “extra members” or obtain their own subscriptions. Additionally, the streaming service plans to block unauthorised devices attempting to access Netflix accounts without legitimate account access.
Since then, Netflix has experienced an increase in sign-up rates in the U.S. since January 2019, marking a significant success for the company’s campaign.
Based on the latest available data, average daily sign-ups for Netflix in the U.S. reached 73,000 between May 25 and May 28. This represents a 102 per cent increase compared to the previous 60-day average, and exceeded the spikes observed during the initial COVID-19 lockdowns in March and April 2020.
Antenna’s estimates are specific to the United States and exclude free tiers, pay-TV distribution, and select bundles.
While Netflix did witness an increase in cancellations during the same period (May 25-28), the number of new sign-ups outweighed the cancellations. Antenna’s data reveals that the ratio of sign-ups to cancellations since May 23 rose by 25.6 per cent compared to the preceding 60-day period.