Netflix Flooded with New Customers after Password Sharing Rule

Dream - Last May, Netflix implemented an additional fee rule for accounts that frequently share passwords in the United States and several other countries.

The presence of this new rule made many people think that Netflix users would stop using the platform. However, unexpectedly, new Netflix users skyrocketed afterward.

Citing Fast Company, Antenna noted that after May 23, new Netflix registrants surged by over 100% per day.

"In the four days after May 23, the average daily registration on Netflix reached 73,000 per day, an increase of 102% from the average of the previous 60 days," noted Antenna, a subscriber analytics company with over 4 years of data.

After the implementation of this rule, it was even recorded that the average daily registration on Netflix reached nearly 100 thousand users on May 26 and 27, 2023. This number exceeds the new average daily registration in March and April 2020.

For information, in the United States, customers have to pay an additional fee of USD 8 (around IDR 120,000) per month if there are users from outside the main household accessing their Netflix account.

The implementation of this rule also increased the number of users who stopped using Netflix services by 25.6% compared to the previous two months.

Nevertheless, this increase is not comparable to the drastic increase in new customers after the implementation of the additional fee rule for users who share their account passwords.