Netflix hasn’t made it clear how much revenue it expects to generate from executing this strategy, but it has given a possible start date for your plan to cancel joint accounts. According to Peters, it seems that this new direction will be implemented globally in 2023.
“We’re trying to find a balanced approach,” explains Greg Peters. “To set your expectations, I think we’re going to spend a year or so iterating and then implementing all of that so we can launch that solution globally, including markets like USA”.
“As we work to monetize the exchange, average membership revenue growth, revenue, and viewing will become more important indicators of our success than membership growth,” Peters says in the letter to shareholders.
What is really striking, as revealed by a time2play Studio, is that this seems to be the only solution that the streaming giant needs to end shared passwords. The survey shows that nearly 80% of Americans who use someone else’s password would not create their own account, so no new users would join if that option was removed entirely, unless they became one in that practice.
At the moment, there are some outstanding issues that will be resolved as we get closer to the final implementation, such as what could happen if the joint account holder decides not to pay the additional feefor example.