Several weeks ago, Netflix announced the end of sharing passwords for Spain, and the reaction swept across social media. The phrase Goodbye Netflix trended as people posted videos of unsubscribing, switching to other platforms, and accusing the company of exposing a greed-driven policy.
Prior to the change, a single account could be shared among two to four people living in different residences. Prices were 13€ and 18€, respectively. The new policy took effect on February 8, introducing plans that keep the same prices for a single household (the 18€ option with higher resolution) and a new budget tier at 5.5€ with advertisements. It is estimated that over 100 million homes shared accounts, a practice Netflix says hindered investments in original storytelling. The company’s statement has drawn mixed responses.
“Netflix does the opposite of what it preaches”, says Álex Rincón, strategy director for television and audience consultancy DOS30. “Eliminating shared accounts while pushing for paid access, then adding ads like traditional TV, mirrors a model they once rejected. The math shows sharing at low prices wasn’t profitable, so the focus shifts to a different business approach.”
Beyond user complaints, it remains to be seen how this shift will affect Netflix’s strategy. In the absence of a unified auditor for all platforms, industry observers cite studies from audience analysts as a key information source. Amazon Prime Video has apparently surpassed Netflix in Spain’s market share according to the first report from Kantar Media on platforms in the country.
In the second installment released this week, Kantar Six notes that four out of ten new subscriptions to platforms in Spain come from Amazon, while Netflix lags behind, according to the data. The report says that consumers in Spain perceive Amazon Prime Video as better value for money, a factor that has grown in importance amid inflation in the last six months. HBO, Disney Plus, and Movistar follow.
Market shares for streaming services vary month to month and by panelists. DOS30 has tracked these metrics for a little over a year, and noted a trend shift in the third quarter of last year. According to Rincón, Prime Video led in subscriber numbers at 80%, with Netflix at 78%, but in the fourth quarter Netflix reclaimed the top spot. The numbers seem tightly scoped and potentially fragile.
Kantar’s Francisco Rincón suggests Netflix’s account policy changes could eventually affect its market share. If password sharing becomes costly, viewers may alter their behavior, unsubscribing from a show they like or joining another platform. The new low-cost, ad-supported option might offset some losses for the time being.
Preliminary data from Kantar shows that four out of ten new Netflix subscribers chose the new plan, though the overall gain remains modest. In some markets, Netflix has reduced prices to attract new users.
Who watches Amazon?
Amazon’s position as the leading platform in Spain remains a topic of debate. Analysts note that the Prime subscription is attractive because it waives delivery costs and has spurred a push into original content. Amazon is responsible for high-budget series such as The Rings of Power, reportedly a landmark production with a significant budget. The impact of this show on Amazon’s future as a streaming platform is a widely discussed topic in industry circles.
Business Insider has highlighted internal views that the success of The Rings of Power may shape Amazon’s trajectory as a streaming service. Observers point to a perceptual shift toward higher quality and a refreshed user experience, which could position Amazon as a viable alternative to Netflix. Elena Neira, a researcher on audiovisual distribution, notes that Prime Video’s appeal rests on different strategic strengths than Netflix and that the platform’s library and pricing are part of a broader value proposition.
Experts observe that the competition is splitting audiences into different niches. Amazon targets mature, male-oriented content, while Netflix remains strong in romance, horror, and LGBTQ titles. To discourage churn, Netflix will need a strong slate of aspirational and productive titles rather than relying on volume alone.
Industry voices also discuss the broader strategy of traditional media players like Disney and HBO, emphasizing careful use of existing catalogs. Amazon’s approach blends catalog depth with new productions, while continuing to invest in high-profile original titles. The shared Netflix account phenomenon is expected to erode some subscribers, but more content is seen as a counterbalance, with further titles and seasons on the horizon.
Current DOS30 measurements indicate the average Spaniard uses about 4.2 platforms, including both paid and free services. The landscape shows that no single platform holds a monopoly, and the dynamics will likely evolve as families adapt to new pricing and the reality of multiple streaming options. The takeaway is that the subscription economy is maturing, with households balancing cost, content, and convenience more than ever before.