Disney+ is set to implement its measures against password sharing, following in the footsteps of other streaming platforms. The company revealed plans to introduce new technology aimed at curbing unauthorized account sharing, which will prompt users to pay an additional fee.
According to Hugh Johnston, Disney’s chief financial officer, these changes are scheduled to be implemented starting this summer. During an earnings call, Johnston stated, “Later this calendar year, account holders who want to allow access to individuals from outside their household will be able to add them to their accounts for an additional fee.”
Johnston also mentioned that “Disney+ accounts suspected of improper sharing will be presented with new capabilities to allow their borrowers to start their own subscriptions.” This suggests that borrowers of shared accounts may be encouraged to subscribe independently.
The proposed feature bears similarities to Netflix’s recent efforts to address password sharing. Netflix introduced technology to identify shared accounts and provided users with the option to pay an upgrade fee or require shared users to obtain their own accounts.
Streaming services like Hulu have also explored implementing stricter rules on shared accounts as they seek avenues for growth in a challenging market landscape.
While the specifics of Disney’s new feature rollout and its global expansion remain undisclosed, the company anticipates that the initiative will yield significant benefits in the latter part of 2024.
“We want to reach as large an audience as possible with our outstanding content,” remarked Johnston. “And we’re looking forward to rolling out this new functionality to improve the overall customer experience and grow our subscriber base.”
