Netflix: Finally the “loan” codes – See what you have to pay

The reduction of the number of subscribers of the platform for the first time in a decade and the collapse of its Wall Street stake is forcing Netflix to take them seriously. “τζαμπατζήδες“, Which until now he tolerated.

With its announcement reduced its subscribers by 200,000 in the first quarter of the yearNetflix also announced that for the current quarter it expects a new, and even greater reduction, of the order of 2 million.

At the same time, however, he also published the numbers of the “jumpers” who use the streaming platform without paying a subscription. Specifically, An estimated 100 million households are breaking the rules of the service, using loan codes. And this at a time when the company’s subscriber base amounts to 220 million households.

In the past, Netflix co-founder and president Reed Hastingsdescribed this practice as “something you have to learn to live with“, Justifying those who do it, saying that to a large extent, this is a justified practice between members of the same family. Netflix was willing to do the “look the other wayUntil now, as she believed that the more people knew about her service, the more it helped her develop.

But now that the company is no longer growing, loan codes are a problem. Hastings openly admitted: “When we had high growth, it was not our priority to work on it. And now, we are working very hard on that“, he said.

So what will Netflix do? Currently, testing a system in Latin America, with the aim of extending it to other countries, if it finds that it has good results. Since last month, subscribers in Chile, Costa Rica and Peru are required to pay extra to add profiles of people outside their household to their account (Netflix currently allows people living together to share the same account).

Users can add two additional profiles for an extra $ 2-3 a month each.

«The main way we have is to ask our members to pay a little more to share the service outside their home“, Explains Greg Peters, chief product officer of Netflix.

But, as a Kantar analyst warns, the plan could boomerang, especially in an age of precision, where consumers are looking for ways to save money. «If anti-borrowing schemes are implemented too quickly and too aggressively, they risk alienating a potential future audience, as many out-of-home code-breakers are unaware that they are violating their subscription rules.He explains.

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