Netflix is cracking down on password sharing at the start of 2023, in a move that will affect 100 million viewers.
Insiders say the time has finally come as Netflix battles against disappointing subscriber numbers since its rapid growth during the Covid pandemic.
Password sharing has cost the company many subscribers, a source familiar with the issue told the Wall Street Journal.
Co-CEO Reed Hastings told senior executives at a company gathering that password sharing has gone on too long and the pandemic only masked how bad it truly was.
Now the 100 million people who borrow passwords face missing out on their favorite shows on the platform, although sources told the WSJ that Netflix is likely to introduce the ban with caution because it fears a backlash.