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Netflix clamping down on serial account sharing

Christian Wenande
May 25th, 2023


This article is more than 1 year old.

Streaming giant has an estimated 100 million unpaid viewers worldwide and is moving to curtail the sharing of accounts outside paying households

One account … one household (photo: Netflix)

Just like a good film or series … everything comes to an end eventually. 

And it looks like the credits are starting to roll on sharing Netflix accounts outside your household in Denmark. 

The streaming giant has announced it will dispatch a warning to those sharing their accounts outside their households – a first step in curtailing unpaid viewing.

“A Netflix account is for use by one household. Everyone living in that household can use Netflix wherever they are – at home, on the go, on holiday – and take advantage of new features like Transfer Profile and Manage Access and Devices,” wrote Netflix.

READ ALSO: Steaming services mostly aware of who is illegally watching in Denmark, but unlikely to involve the police in the foreseeable future

Billions in revenue lost
With around 1.1 million subscribers in Denmark, Netflix  is by far the most popular streaming service in Denmark – well ahead of Disney+ (600,000) and HBO Max (450,000).

The streaming service has an estimated 232 million subscribers worldwide, but those subscribers share accounts with over 100 million other non-paying households.

Netflix is ushering in similar measures in the US and experts estimate it could pick up 2.1 million new subscribers in that market alone. 

Netflix cited stagnating subscriber growth and heightened competition as some of the reasons behind curbing account sharing. The company loses billions of dollars in revenue every year as a result of users who do not pay.

Read more here to learn how to check who is using your Netflix, how to transfer a profile or buy an extra member – you will be able to share your account with someone not in your household for 39 kroner per month.


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

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At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”