New Netflix Account Sharing Rules Spark User Backlash Across Regions
After months of silence, Netflix finally rolled out a policy update that restricts how many people can use a single account. The change, first piloted in Spain and expanding to Portugal, New Zealand, and Canada, has provoked strong reactions from subscribers who are accustomed to sharing access with family and friends. On social media, the issue has dominated discussions, with many users expressing frustration about the prospect of paying more for extra seats. A lively hashtag, #GoodbyeNetflix, captured the mood of those who feel the move cuts into the shared viewing experience.
Complaints focus on the price tag associated with adding an extra user. A widely cited example complains about a new charge of roughly €5.99 for each additional user on a plan that already costs €17.99. Critics have lightheartedly urged Netflix to rethink such changes, while some speculated about unintended consequences, including an uptick in account sharing being pushed toward piracy. The central tension is clear: the policy aims to convert a single shared subscription into multiple paid accounts, rather than letting a single household stretch a single plan across several people.
Many observers also question the stated rationale for the update. Netflix argues that shared accounts hinder the company’s ability to invest in original content and the overall quality of its shows and movies. Critics counter that the move could erode perceived value, particularly among international households that rely on shared access for affordability and cultural programming.
Expected losses
Industry research from Windward Insight, published earlier this year, indicates Netflix maintains the broadest reach in Spain, with roughly 56.9% of the population counted as viewers on the platform and a substantial portion sharing accounts (33.1%). The survey also tracks the most common platforms used to share access, noting that 61.3% of respondents report using Netflix more than other streaming services. Meanwhile, 38.7% of those surveyed do not share accounts, highlighting a polarization in consumer behavior. Disney+ remains a frequent comparator in these discussions, while HBO Max, Atresplayer Premium, Amazon Prime Video, and other services also show meaningful rates of shared access.
The same report reveals a split in how users intend to respond to changes in sharing policies. About 58.7% of Netflix subscribers indicated they would cancel if shared accounts are terminated, while 14.8% said they would pay extra to maintain the same sharing arrangement. Another 14.6% stated they would secure their own subscription with current features, and 11.8% showed interest in ad-supported options as a lower-cost alternative. These figures illustrate a significant potential impact on subscriber retention and platform revenue as the policy evolves in different markets. (Windward Insight, 2024)