Netflix ad levels and password sharing restrictions could run by the end of 2022

Netflix ad levels and password sharing restrictions could run by the end of 2022

Netflix disclosed sluggish revenue growth and its first subscriber decline in over a decade less than a month ago, and now The New York Times reports that the company is speeding up attempts to reverse those trends.

Netflix ad levels and password sharing restrictions could run by the end of 2022

Disney Plus announced its own intentions for ad-supported streaming in March, and Catie Keck wrote about that, asking how long would it take for others to follow. The answer appears to be “not very long at all,” as the Times said the note specifically mentions the fact that all of Netflix’s streaming competitors, with the exception of Apple TV Plus, either offer or have announced ad-supported streaming tiers.

Netflix was already openly discussing charging people who share their account logins more, and after the report was released, co-CEO Reed Hastings changed his mind about ad-supported streaming, saying he’d figure it out over the “next year or two.”  executives are now aiming to introduce the ad tier in the last three months of 2022, with a crackdown on password sharing beginning in the same window.

When Netflix announced its new focus on password sharing, analyst Richard Greenfield of LightShed Partners told The Verge that this could be the way for it to close a gap of an extra 10 to 20 million customers in the US.

All of these changes also arrive as Netflix is now more expensive than ever. The most recent price hike raised the monthly price of its standard HD streaming plan with two simultaneous streams by $1.50 to $15.49 per month, while its premium tier with 4K and four simultaneous streams now costs $19.99 in the US.

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