The streaming provider Netflix wants to introduce a new verification procedure for test purposes in order to avoid account sharing in the future or to make it more difficult. For this purpose, the provider wants to integrate an additional verification level when logging in.
Strengthened measures due to security concerns
The new measures are probably intended to prevent the sharing of accounts, even though Netflix officially cites security concerns as the reason. This may subsequently have far-reaching consequences for the streaming provider, either things go well and more subscriptions are made or Netflix loses customers as a result.
Despite the existing terms of use, which indicate that a Netflix account may only be shared with one’s own household, most accounts are used beyond that. Surveys last summer, for example, found that about 70 percent of users share their accounts with others to save money. With another level of verification, sharing a user’s account becomes more difficult. This means that customers can only continue to use the service after successful verification. However, this approach by the provider also offers a high risk, so there will be a test run for now. This will allow the reaction of customers to be observed first.
More effort with shared accounts
Of course, this is also accompanied by a certain loss of convenience for users. Thus, in the future, when using the streaming service, it may be that an authorization code must first be requested via SMS or e-mail. Then, in the case of a shared user account, the person who manages the account would have to forward the code first. This means more effort and could become annoying over time. It is not yet clear how often these queries of a further verification step should take place. It will be exciting to see how individual customers react to this. Customers who still use another streaming service could possibly do without Netflix due to the additional measures or the provider gains more subscribers as a result.
Shared accounts, in particular, are a guarantee for Netflix’s long-term revenue, since they are rarely paused. In the case of individual account users, they are more likely to decide to take a break. Therefore, it remains to be seen whether the decision is a good or a bad one in the end. The streaming provider probably thought so, too, and is therefore starting with a test run to observe the reactions.
