Netflix has extended its efforts to curb password-sharing in India. As of Thursday, the company announced a new policy that restricts access to a single account to only members of the same household. This means individuals who have been using Netflix through the accounts of others will now need to either get their own subscription or discontinue using the shared account. The move comes as part of Netflix's ongoing initiative to enforce its terms of use and ensure fair usage of its services.

Based on Netflix's previous experiences in other markets, it is likely that some viewers in India may opt for subscribing independently, considering they have become accustomed to the platform through free binge-watching using shared passwords. While Netflix has not explicitly acknowledged any intention to promote password-sharing, it appears that this practice inadvertently contributed to the platform's popularity. Following its expansion to 100 countries in May, Netflix gained six million subscribers worldwide. In some markets, the company introduced plans that accommodated password sharers, but these options won't be available in India due to the already reduced pricing structure. 

"A Netflix account is for use by one household. Everyone living in that household can use Netflix wherever they are — at home, on the go, on holiday — and take advantage of new features like Transfer Profile and Manage Access and Devices," it said in a statement.

The OTT platform has emphasized that account sharing outside of one's household is not permitted. To ensure compliance with their policy, they are requesting users to transfer their profile to a new account, which may involve an associated fee. Furthermore, it is highly recommended to change the account password to maintain security and prevent unauthorized access. By adhering to these guidelines, users can enjoy a seamless and secure streaming experience on the platform.

To address the issue of password-sharing in India, Netflix is expected to implement measures that track online devices to limit access only to users within the same household. While this approach may raise concerns about privacy, it is seen as necessary to prevent content leakage and foster the growth of the market beyond its early stages. By enforcing stricter access controls, Netflix aims to ensure fair usage of its services and encourage individual subscriptions among viewers.

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