It has become common over the years for Netflix users to share passwords with friends and family-- an issue that the streaming giant is gearing up to try and tackle.
According to recent reports, Netflix is currently testing a new feature. Some users have encountered error messages stating, "If you don't live with the owner of this account, you need your own account to keep watching." A representative has confirmed the limited testing and explained, "This test is designed to help ensure that people using Netflix accounts are authorized to do so." The user must then verify their identity using a code sent to the account owner. There is also an option to "verify later," which then provides the user with a limited amount of time to continue watching.
While the issue is far from being a new one, but the streaming giant has turned a blind eye to it thus far. Co-CEO Reed Hastings said in the past, "Because there's so much legitimate password sharing – like you sharing with your spouse, with your kids... so there's no bright line, and we're doing fine as is."
Netflix has been making large changes on various fronts as the number of competing services has increased. This includes an increase in the number of original films and television shows produced. Hastings announced earlier this year that the company intends to surpass Disney as producer of childrens' animated programming.
Source: The Hollywood Reporter