“Unlimited access to ad-free movies, series and mobile games” – this is how Netflix describes the advantages of its premium subscription, the most expensive offer level of the streaming platform. Four people can create individual profiles on four different devices and stream films at the same time. The problem: Access hasn’t been that “unlimited” for a short time.
What exactly did Netflix change? Netflix has been enforcing stricter rules on password sharing in Germany since the end of May. The company had never allowed the sharing of credentials, but had long endorsed it. That’s over. You’ll be affected by the change if you’re on Netflix’s Premium or Standard plan and don’t live in the same household as the person who pays Netflix membership fees each month. If you do, Netflix may have blocked your access before. If you want to stream undisturbed in the long term, you need an extra account. It costs 4.99 euros per monthin addition to the basic price of 17.99 euros.
To put it more simply, Netflix has suddenly become more expensive for everyone who has previously shared their account with people they know well, but who they don’t meet in front of the bathroom door every day. And more complicated. And more annoying.
Why Netflix’s household rule is completely pointless
I’m a little irritated as it affects me personally, the change cuts deeper into my Netflix experience than any before. I use a premium account together with my three siblings. We live in different cities and will no longer be allowed to share the account according to the old rules. It should be an anonymous shared flat.
A large proportion of Netflix users have been or are likely to be in a similar situation Parasite Constellation in a 2- or 4-person account. Of course, why not? It was easy and it was cheap, it just made sense: I use an account in which four people can stream at the same time and create four profiles with four people who I know very well. But maybe I don’t live under the same roof with them (anymore). And as I said: Netflix hasn’t opposed it so far, at least not explicitly.
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I can understand that the company has to draw a line somewhere. But why by one 60 square meter area? How can a company that has grown in the cloudy freedoms of the internet insist on such a rigid budget definition? I just don’t understand why in the Netflix world two people streaming at the same time a few meters apart are so much more common than two friends using their accounts in Schleswig-Holstein and Rhineland-Palatinate at the same time.
Netflix breaks promises and reveals its DNA
A shared household shouldn’t be the only requirement for a shared account. Otherwise, Netflix can save itself with the four simultaneous streams. Especially since the platform with the new budget regulation is more complicated than a tax return. You need proof? On its service page, Netflix simply explains the technology behind the additional accounts that are now necessary:
An additional member has their own account and password. However, membership is paid for by the person who invited the additional member to share. Your subscription determines how many additional member slots you can add.
So, the following scenario: I want to stream my favorite series on a Friday night. But I am blocked and can no longer access my account. My eight hour cooked bolo is getting cold. Then I have to go through the Kafkaesque process above. And only then can I continue watching Selling Sunset. If I was so lucky and didn’t drop out of my former Netflix group of four. Because only two additional accounts are allowed, i.e. a total of three households, for whatever reason. I somehow have the feeling that a simple price increase would have been more bearable.
So Netflix is not only more expensive, but above all quite uncool. The joke is old now and I don’t really want to repeat it here. But he describes the transformation of the platform just too beautifully. This tweet recently flew into Netflix’s ears:
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Loosely translated: Love means sharing a password. It was a tongue-in-cheek, tutor-like wink: “You do it ;-)” It doesn’t hurt anyone, except for a billionaire media company, which of course depends on income, yes yes. But to stabilize your stock price, maybe you shouldn’t Undermine the core experience of its business model. That could backfire. Because Netflix has always been the streaming service with the easiest user experience, even as the competition grew. The company is throwing away this valuable asset.
Six years after the tweet above, Netflix has gone from guidance counselor to spoilsport. The streaming service has managed to make sharing a password feel like illegal parking or fare evasion.