Netflix shares have dipped this week as the US streaming giant rolls out controversial strategies to grow its local subscriber base, leaving some users locked out of content as the US streaming Companies tries to sign up new subscribers.

The tactic targets current subscribers, urging them to sign up additional users—such as teenage children or family members—by freezing access to programs. Subscribers are then presented with a two-button prompt. Accidentally pressing one of these buttons can immediately charge your credit card, which Netflix uses for its monthly billing.

Several users, including myself, have reported being caught by this feature.

Once the access freeze appears, one of the prompts can be easily tapped by mistake, instantly adding a new subscriber to your account and an extra charge to your bill. If this occurs, it’s recommended not to enter the other person’s mobile number or email. Instead, you should navigate your account settings to cancel the accidental addition.

Exiting or opting out of this feature is intentionally cumbersome. Returning to your account to remove the extra payment involves scrolling through multiple menus, a design that seems deliberately difficult to navigate.

Netflix currently boasts over 300 million paid memberships globally. The company has ceased reporting quarterly subscriber counts, instead focusing on revenue and user engagement metrics. In Australia, research firm Telsyte estimates there are 6.2 million Netflix subscribers as of 2024.

Concerns over Netflix’s subscriber practices in Australia have intensified amid declining subscriber numbers and revenue, especially following crackdowns on password sharing and increased competition from rival streaming services. In response, Netflix has introduced an ad-supported subscription tier and stopped publicly releasing subscriber data.

While Netflix has promoted the recent program-freezing tactic as an innovative feature designed to excite existing users and drive new subscriptions, critics argue it creates unnecessary friction for customers and could damage trust in the platform.

Some subscribers are believed to have contacted the Australian Competition & Consumer Commission over the practise.