Remember when sharing your Netflix account was as easy as sharing a secret handshake, a simple nod to the good old days of ‘Netflix and chill’? Well, those days are becoming a distant memory as streaming services shift their focus from casual sharing to a more aggressive pursuit of subscriber revenue, turning what was once an accepted practice into a major point of contention.
Netflix, a pioneer that once tweeted ‘Love is sharing a password,’ has initiated a significant shift by introducing a paid-sharing model in early 2023, requiring an extra fee for users outside the primary household, a move that has understandably ruffled feathers and contributed to rising costs and content changes.
While this crackdown has certainly ruffled feathers — Netflix reportedly lost a million users in Spain during the first quarter of 2023 due to the new rules — it also opened the door for other streaming services to reconsider their own stances. The good news for us, the viewers, is that not everyone is playing by the same strict rulebook just yet. So, buckle up as we navigate the ever-shifting sands of streaming policies, exploring who’s putting the squeeze on password sharing and who’s still letting you spread the joy.
1. **Netflix: The Pioneer of the Crackdown**Netflix truly led the charge against password sharing, turning a once-accepted norm into a paid feature. The company had initially seen its subscriber numbers plateau, pushing it to make significant changes to its business model. The answer, from their perspective, was to convert every potential subscriber into a paying one, and that meant addressing the widespread practice of account sharing.
In May 2023, the streaming giant officially started cracking down on password sharing, a move that Netflix Co-CEO Ted Sarandos knew would be controversial. He stated during a Wall Street conference, “Consumers aren’t going to love it right out of the gate, but we need to show them why they should see value.” Despite initial user anger and threats of an exodus, Netflix’s gamble appears to have paid off handsomely, at least for them.
The results of the crackdown were almost immediately evident. In July 2023, Netflix reported adding 5.9 million new paid customers, beating expectations. The success continued to surge, with the company announcing 9 million new global subscribers following the crackdown in Q3 2023, and an additional 13.1 million in Q4 2023, bringing its total to 260 million active subscribers. This unprecedented growth led to a reported revenue of $8.5 billion for Q3 2023, an 8% increase compared to 2022.
Part of this success can be attributed to the introduction and boost of its cheaper ad-supported plan. Membership numbers for the ad-supported tier were up 70% compared to the previous quarter, with 30% of all new Netflix sign-ups opting for this plan in available countries. As of March 2024, U.S. customers can subscribe to “Standard with ads” for $6.99/month, “Standard” without ads for $15.49/month, and “Premium” for $22.99. Standard and Premium subscribers also have the option to add additional users for an extra $7.99 per month, each with their own login credentials. Netflix monitors password sharing by analyzing IP addresses, device IDs, and account activity.
2. **Disney+: Following in Netflix’s Footsteps**When it comes to the Mouse House, things are getting serious about password sharing. After seeing a significant drop of roughly 12 million subscribers in August 2023, bringing its total from 157 million to 146 million in the third quarter, Disney+ decided it was time to take a page from Netflix’s playbook. Disney CEO Bob Iger publicly acknowledged this shift, stating in an earnings call, “We are actively exploring ways to address account sharing and the best options for paying subscribers to share their accounts with friends and family.”
Disney’s crackdown on shared passwords rolled out in waves, starting with Canadian users in November 2023. A full ban was announced in February 2024, with existing subscribers given until March 14, 2024, to sort out their accounts. By September 2024, Disney plans to begin “eliminating password sharing ‘in earnest'” across the U.S. and other countries, aiming to transform Disney+ into a growth business.
Subscribers who wish to share the magic of Disney with loved ones outside their household now have the option of a “Paid Sharing” plan, where they can add additional members for an extra monthly charge ranging from $3.99 to $9.99, depending on the subscription tier and region. Currently, Disney+ subscribers in the U.S. can choose between the Basic plan with ads for $7.99 per month or the Premium, ad-free plan for $13.99 per month. However, Disney has also announced plans to raise prices for Disney+, Hulu, and ESPN+ in October, with Disney+ with ads going up to $9.99/month and ad-free to $15.99/month. Despite the changes, Disney+ continues to allow streaming on up to four devices at once and supports seven profiles on an account, encouraging users to get their whole crew invested in shows like ‘Moon Knight.’
3. **Hulu: Disney’s Other Strict Streamer**Given that Hulu is owned by Disney, it’s perhaps no surprise that similar rules are now applying to its subscriber base. Just as Disney+ users were receiving notices about the password sharing crackdown, Hulu subscribers were getting the same messages. Before these changes, Hulu’s FAQ had always implied that accounts were meant for a single household, but this was rarely strictly enforced, allowing many to share without consequence.
That leniency has officially ended. In January 2024, Hulu revised its terms of service, making it clear that all new users outside of a household must now have their own account. Existing users were given the same March 14, 2024 deadline as Disney+ subscribers to comply. The updated subscriber agreement explicitly states, “We’re adding limitations on sharing your account outside of your household, and explaining how we may assess your compliance with these limitations.”
Hulu defines a “household” as “the collection of devices associated with your primary personal residence that are used by the people who live there.” While the service states it will “analyze the use of your account to determine compliance,” the exact methods for monitoring remain a bit ambiguous. If Hulu determines that passwords are being shared in violation of the new rules, the streamer “may limit or terminate access to the Service.” For its Hulu + Live TV service, there’s an additional stipulation: similar to Netflix’s primary location rules, users are required to check into their home location every 30 days, making sharing outside the home virtually impossible for that specific plan. Hulu offers two tiers: an ad-supported plan for $7.99 per month and an ad-free tier for $17.99 per month, along with various bundles that include Disney+, ESPN, or live TV options.
4. **Max (formerly HBO Max): The Crackdown is Imminent**Fans of critically acclaimed shows like “The Last of Us” or “House of the Dragon” on Max will soon need to prepare for a stricter future regarding password sharing. Even in its HBO Max days, the service’s FAQ pages included clear language specifying account use “for everyone in your household.” However, this policy was largely unenforced, allowing many users to share their accounts freely with friends and family outside their primary residence.
This era of relaxed sharing is rapidly drawing to a close. JB Perrette, Warner Bros. Discovery’s Head of global streaming and games, announced plans to launch an initiative to limit password sharing, with “very soft messaging” beginning in December 2024. The full enforcement is slated to ramp up through 2025 and 2026, becoming “more assertive” in the next 12 to 18 months, according to Perrette on a May 2025 WBD Q1 earnings call. This move is undoubtedly influenced by Netflix’s success in converting borrowers into paying subscribers.
Max is implementing an ‘Extra Member Add-on’ for $7.99 monthly, currently a suggestion for those sharing outside their home, and while AT&T’s CEO previously suggested no immediate crackdown, user reports indicate sharing from different locations is still working for now; with three simultaneous streams allowed on the standard plan (one on mobile) and aiming to recoup $2 billion lost in 2022, Max is counting on this to boost its 97 million subscribers.
5. **Amazon Prime Video: Still Playing Nice (Mostly)**In a refreshing contrast to the growing trend of crackdowns, Amazon Prime Video has adopted a much more lenient stance on password sharing. In fact, they even openly mocked Netflix’s restrictions in a May 2023 post on X (formerly Twitter). It seems that because Prime Video isn’t Amazon’s primary business, the company isn’t as concerned with enforcing strict anti-sharing policies, at least not yet. While they did recently introduce ads, their approach to account sharing remains notably flexible.
Amazon offers a convenient feature called “Amazon Household,” which allows users to easily share their Prime Video benefits. Through this system, you can include up to two adults (including yourself), four teens (ages 13 through 17), and four children (12 and under) on your account. This structured sharing mechanism makes it quite straightforward to extend access to your household members and beyond. When it comes to concurrent streams, you can watch on up to three devices simultaneously, though only two of those devices can be streaming the same content at once.
While you can technically share your login details with other households, it does come with certain risks. Beyond the potential (though currently unlikely) of violating terms of service, giving someone else access to your account means they can make purchases on your Amazon Prime account, delete credit card information, and access other sensitive data. However, Prime Video’s profile system allows you to set up individual profiles for those you share with, helping to prevent them from messing with anyone else’s viewing history or accidentally buying something from your linked Amazon account. Prime membership starts at $14.99 per month, or $139 per year.
6.Apple TV+ takes a different approach, not explicitly forbidding password sharing but placing the full responsibility on the account holder for any issues arising from shared access, which is particularly significant given that your Apple TV+ account is tied to your main Apple ID, potentially exposing more than just your watch history.
To facilitate sharing, Apple TV+ leverages its “Family Sharing” feature, which allows you to invite up to six family members into your account. What’s interesting here is that Apple’s definition of “family” isn’t strictly defined, implying a certain flexibility. You can invite users with different Apple IDs to join your “family,” and all members must reside within the same country as the original subscriber. This enables up to six concurrent streams, making it quite generous for a collective viewing experience.
However, the direct link to your Apple ID means that giving someone access requires “absolute trust” in your sharing partners. They could potentially see all the other ways you use Apple’s ecosystem, from purchases to other subscriptions. This service isn’t Apple’s main product, often bundled with other offerings like Music, Fitness, News, and Arcade through Apple One. While Apple doesn’t publicly share its subscriber metrics, estimates put Apple TV+’s numbers around 25 million. Subscribers can access Apple TV+ starting at $6.99 per month.
7. **Paramount+: No Major Headwinds, Yet**If you’re excited to dive into new series on Paramount+, you’ll be glad to know that this platform maintains a relatively relaxed stance on password sharing. The terms of service for Paramount+ don’t contain any explicit restrictions against sharing your password, which offers a welcome reprieve in an increasingly restrictive streaming world. During a Paramount earnings call in November 2023, CFO Naveen Chopra commented on the matter, stating, “We don’t see that as a major headwind to our growth efforts” for Paramount+ with Showtime, though he added they would “continue to monitor” the situation.
A representative for Paramount+ has more recently confirmed that there’s been no change to the streamer’s stance on password sharing, indicating that their liberal approach is holding steady for now. This means you can go ahead and share your login credentials without immediate fear of account termination or extra fees. The platform allows for up to three concurrent streams in the U.S., which means you and a couple of friends or family members can enjoy content simultaneously.
Beyond concurrent streams, Paramount+ also allows users to create up to six profiles on an account. This is a great feature that ensures everyone you’re sharing with can customize their viewing experience, maintain their own watch lists, and receive personalized recommendations without interfering with others’ preferences. So, whether you’re catching up on new shows or re-watching old favorites, Paramount+ makes it relatively easy to share the experience. Subscriptions start at $4.99 per month with ads, or $49.99 per year.
As we dive into the dynamic world of streaming, some services are becoming stricter about password sharing, while others maintain a more relaxed stance, but the story doesn’t end here, as numerous other platforms have unique rules and quirks about sharing entertainment, offering a glimpse into the evolving landscape of shared accounts.
8. **YouTube TV: Stricter Controls for Live Broadcasts**YouTube TV, a popular and robust live TV streaming service, falls into the category of platforms with more stringent controls over password sharing. Offering a vast array of live channels, including local broadcasts, sports, and news, YouTube TV provides a comprehensive alternative to traditional cable, but its sharing policies reflect the complexities inherent in live television licensing.
Unlike some of the more lenient options, YouTube TV requires users to check into their home location every 30 days. This practice is a direct measure to ensure that the primary account holder is indeed using the service from their designated residence, making it significantly harder to share access with individuals outside of the household. If you fail to check in from your home location, access can be temporarily restricted.
Furthermore, similar to FuboTV, external viewing for YouTube TV is often limited to mobile devices, reinforcing the idea that the full, multi-device home experience is reserved for the primary household. These stringent controls are designed to comply with broadcast agreements and prevent widespread unauthorized sharing, emphasizing that live TV streaming services operate under a different set of rules compared to on-demand platforms. For those looking to share, YouTube TV requires careful adherence to its geographical and device-based stipulations.
The Future of Sharing: Adapt, Rotate, or Pay Up
The era of widespread, unrestricted password sharing is rapidly coming to an end, as evidenced by Netflix’s success in converting shared accounts into paying subscribers and the subsequent actions by Disney+ and Hulu, signaling a trend that more platforms are likely to adopt, despite the growing financial strain on viewers.
However, it’s not all doom and gloom. Smaller, niche platforms like The Criterion Channel, Arrow, Shudder, and Mubi, with their dedicated fan bases and specific content libraries, might hesitate to implement such drastic measures. They often lack the market leverage of the larger services and rely more on community engagement, making a liberal sharing policy a competitive advantage. So, there’s still hope for sharing the love in certain corners of the streaming universe.
For viewers keen on managing costs, the future involves strategic adaptation, such as rotating subscriptions monthly to align with active viewing, exploring free ad-supported services for budget-friendly content, and taking advantage of bundle deals from mobile carriers or other providers to reduce overall entertainment expenses, ensuring enjoyment without overspending.
