Netflix said in December of last year that it will begin rolling out a tier of its online streaming service that would be sponsored by advertisements and that it would cease password sharing by the year 2023. Now, Ted Sarandos and Greg Peters, Netflix’s two new co-Chief Executive Officers (CEOs), have revealed further insights on what this end of password sharing would imply in an interview with Bloomberg. The interview was conducted by Bloomberg.
Peters claims that the corporation will not compromise the user experience to implement a “graduated approach” to controlling the sharing of passwords, and he explains that this will take place. However, he continued by saying that “the overwhelming majority of those who do not already pay for Netflix will be required to pay for Netflix.” When it gets to this type of posture, it’s quite solid.”
He also stated that this would not be “a universally popular type of event,” and that the streaming service will likely deal with some “unhappy consumers.” In addition to this, the CEOs emphasized that they want to raise the number of subscribers to the firm by 15 million to 20 million, with a particular emphasis on countries such as India. And certainly, exchanging passwords indeed presents a barrier to the expansion of Netflix’s subscriber base, which is a difficulty for the company because of the rising level of competition.
Peters said that they would want to win all of them back by releasing material like “Glass Onion” every week. This was in response to a question about how many individuals out of the 100 million who share passwords would ultimately start paying for their own Netflix subscription.
Advertising is another area of focus for Netflix, and the company has already rolled out a plan based on advertisements with a starting price of $6.99 per month. This plan was rolled out in Australia, Brazil, Britain, Canada, France, Germany, Italy, Japan, South Korea, Mexico, Spain, and the United States of America last year.
However, when questioned if Netflix was “underdelivering on advertising-supported viewers,” the two members of the team responded with a negative response. Peters claims that the company has “knocked this thing (the ad-supported plan) out of the park” and that they will be “busy expanding this out for years to come.” “Price-sensitive clients” are who the business intends to target with its “basic with advertisements” plan, which it considers to be complimentary to the full plan set. It is not quite known when Netflix intends to launch the plan that is backed by advertisements in India. Competitors in the Indian market, such as Disney+Hotstart, already have advertising-based schemes in place.
Concerning the sharing of passwords, Netflix has previously been conducting tests on the feature in many countries in Latin America, including Argentina, El Salvador, Guatemala, Honduras, and the Dominican Republic. Customers who use their Netflix account for more than two weeks at a location other than their home address are subject to a one-time, approximately $3 charge that must be paid to continue using their account. There is no information available on the exact timing of when this feature will be made available in other countries, but it will most certainly happen this year.