Password crackdown is working: Netflix signups are going like a rocket with a record in the U.S. that you wouldn't expect

Martin Brinkmann
Jun 11, 2023
Updated • Jun 12, 2023
Music and Video

Netflix signups in the United States have, for the first time, crossed the 100k daily mark recently. The rise is attributed to the company's policy on password sharing in the United States that went into effect last month.

According to an analysis by Antenna, an analysis company that specializes on subscription-based services, daily sign ups on Netflix crossed the 100k mark on May 26 and 27.  Sign-ups in the period since May 23, 2023, the day the password sharing policy came into effect, have reached 73k daily, which is an increase by 102% over the prior 60-day average.

Antenna confirms that cancellations have also gone up, but not as much as new sign ups. According to the company's analysis, cancellations have increased by 25.6% since May 23 when compared to the prior 60-day average.

antenna netflix signups
source: Antenna

Antenna has been monitoring the streaming service for the past four and a half years according to the report, and it recorded the "four single largest days of U.S. user acquisition since the crackdown on passwords began. These days flew by the increase in subscriptions during the initial COVID lockdowns.

So far, Netflix's crackdown on password sharing has been a mixed bag for the company.  News made the round at the end of April that Netflix lost more than a 1 million users in Spain after it launched its new password sharing policy in the country. Subscriptions did increase in Canada, after the password sharing policy was introduced.

Netflix revealed that it is expecting subscriber country to go down initially, but that it expects sign ups to pick up shortly thereafter.

Netflix introduced a new advertisement driven subscription plan, which it calls Standard with ads recently. The company announced in May that the ad-supported plan crossed the 5 million users mark, and that it is more lucrative to Netflix financially than the cheapest plan without ads.

It is too early to draw a conclusion on the success or failure of Netflix's strategy. What is clear, however, is that other streaming providers are in the starting blocks to introduce stricter password sharing policies if the introduced changes lead to increased subscription numbers.

Now You: are you a Netflix subscriber currently?

Password crackdown is working: Netflix signups crossed the 100k daily mark for the first time in the US
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Password crackdown is working: Netflix signups crossed the 100k daily mark for the first time in the US
Netflix signups in the United States have, for the first time, crossed the 100k daily mark after the introduction of a new password sharing policy.
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  1. El Duderino said on June 12, 2023 at 11:47 pm

    Are you a shill?

    I just see you cheering for the companies and attacking the writers.

  2. Shadow_Death said on June 12, 2023 at 3:03 pm

    Just wait until that 1 month free trial is over. Lol

  3. John G. said on June 11, 2023 at 11:02 pm

    I can’t understand why Netflix is so popular considering than there are dozens of better options.

  4. Anonymous said on June 11, 2023 at 7:26 pm

    What did you anticipate? The typical person is uneducated. It will only get worse. Now, Netflix will try to get more from it.

  5. Tachy said on June 11, 2023 at 6:29 pm

    “Netflix’s crackdown on password sharing” started long before they publicized it.

    We know because they did it to us, years ago!

    … and yes, it did convince us to get our own subscription.

    I must admit, if not for the kids we probably wouldn’t have it.

  6. Herman Cost said on June 11, 2023 at 5:57 pm

    It nice to see that Netflix’s effort to stop people from stealing their services is off to a good start. I find it amusing but also sad that people complain bitterly when a service provider attempts to limit access to those who actually paid for it.

    1. Anonymous said on June 12, 2023 at 4:28 pm

      I find it sad that people are allowing a multi-billion dollar corporation to take advantage of them like this. If the service wasn’t so overly priced already people wouldn’t feel the need to share passwords. They make billions of dollars each quarter but that isn’t enough for them? Netflix is greedy and it’s so sad the people are actually buying into this non sense.

      1. Herman Cost said on June 12, 2023 at 7:57 pm

        No one is taking advantage of them There is a simple solution to this ‘problem’. If they think it is overpriced, then don’t purchase it. And then there is the laughable notion that people only steal when they think something is overpriced (and the related and just as laughable notion that you seem to know what someone else should be charging for their services). Let me enlighten you: most of these people were stealing simply because it was easy to use someone else’s password and they could get away with it. And apparently many of those freeloaders do think Netflix is worth the money they are charging, since they now appear to be signing up in droves.

  7. Anonymous said on June 11, 2023 at 4:53 pm

    Zoomers haven’t been thought how to torrent and it shows

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