Introduction
"If you don't live with the owner of this account, you need your own account to keep watching."
This is Netflix’s message to some users who, according to Netlfix’s estimate, are sharing password of their relatives and friends who may not be related to the paying owner of the account.
Netflix informed BBC, "This test is designed to help ensure that people using Netflix accounts are authorised to do so."
Is Netflix evil?
Netflix, like any business, would want that each customer buy its own goods and services and not share among friends and relatives.
The same has been coded in the company’s terms and conditions to which every user has to agree while signing up and on a continuous basis to keep using the service.
How does password sharing work when every individual has different tastes and hyper specificity to each viewer’s taste is an inherent characteristic of the OTT (over-the-top) platforms?
These streaming platforms including Netflix, HBO Go, Amazon Prime, and Disney+ allow creation of user profiles within one paying account.
Also read: Kirti Kulhari sleeps at work!
Netflix’s stand on password sharing
The rationale of multiple profiles (and the same was announced publicly by Netflix co-founder and CEO Reed Hastings) is, "Password sharing is something you have to learn to live with, because there's so much legitimate password sharing, like you sharing with your spouse, with your kids, so there's no bright line, and we're doing fine as is."
The company however changed its tune publicly three years later, when in October 2019, Netlfix’s Chief Product Officer Greg Peters claimed "big plans to announce at this time in terms of doing something differently there" regarding the password sharing.
How will Netflix know?
The primary way for Netflix to identify your account as being an account that is not paying for its usage is location.
The location of the paying account holder will be used as the one for deciding who is an ineligible user.
No way out
Considering the way in this day and age how little attention span we have and how much addicted we are on our comfort tools (apps like Facebook, Instagram, Netflix; foods like soft-drinks, pizza; and other things), we all are trapped deep in the daily hit of Netflix.
Further, the tough daily grind of most humans mandates a release of the day’s stress by watching their favourite Netflix show or movie.
Further, binging is a phenomenon that helps many people kill time.
So, guys and girls, Netflix knows that it has almost every user tightly in its grip.
Okay, I will pay, but not much...
Side by side as these tests of limiting non-paying customers who are not related to the paying customer, a plan for HD (high definition, high quality) streaming at Rs 299 (about USD 4.20) is being tested for streaming on computers and laptops.
In addition, a SD (standard definition, low quality) plan for streaming is available for mobiles at Rs 199 (about USD 2.8) per month. This too is nominal considering a monthly data plan on mobile costs the same, and a pizza by Domino’s Pizza costs more than this.
A fine business move by Netlfix?
Firstly let many users freeload on Netflix and get addicted, then begin demanding payment (which is their business and moral right) from customers who may be misusing the password sharing feature.
When desperation begins to set in, present a nominally charged monthly subscription plan in addition to an even cheaper if the customer is willing to accept SD quality.
I never want to pay for my entertainment, what do I do? A free trick.
For now, a basic (untested) workaround may be to block location access to Netflix.
Location access may not be an integral permission for the role of an entertainment app like Netflix.
Thus, every individual is well within his rights to block the app from accessing location and without location access this password-sharing blocking feature may not work.