Netflix has been “completely satisfied” with the pace of the password sharing crackdown it initiated in the United States earlier this year, Netflix co-CEO Ted Sarandos said Monday at the UBS Global Media and Communications Conference (via Variety).
The streaming company first began eliminating password sharing in in several countries in Latin America in 2022, requiring those who wanted to share subscriptions with people outside of their direct household to pay an additional fee. Password sharing restrictions then expanded to Canada, New Zealand, and some European countries in February 2023, before coming to the U.S., UK, and other countries in May 2023. The tiered rollout gave Netflix time to assess customer reaction. “It was good to take it slow,” said Sarandos at today’s event. “That’s why we didn’t do it in one fell swoop.”