Netflix’s recent crackdown on password sharing has seemingly had the desired effect, with sign-up rates exceeding the depths of the pandemic.
This is according to data from research firm Antenna, who noted that, since announcing the password crack down last month, Netflix has seen the four single largest days of U.S. sign-ups since January 2019, when Antenna started its analysis.
On May 26 and 27, three days after Netflix announced the change, the service received close to 100,000 new sign-ups on each of those days.
During the period from May 25 through May 28, daily sign-ups averaged 73,000, more than double the prior 60-day average.
Interestingly, the service also saw a spike in cancellations during that same May 25-28 period, although the ratio of sign-ups to cancellations since May 23 was up 25.6 per cent, compared to the prior 60-day period.
It will be interesting to see if the same ratio shakes out in the Australian market, after a similar crackdown was announced last month.
