Netflix cracks down on password sharing, but early efforts in Peru are a mess
Widespread customer confusion and regulatory hurdles are a taste of what's to come soon for markets around the world.
In March, Netflix quietly rolled out an experiment among customers in three small markets in Latin America, asking them to pay extra when sharing their account passwords outside their homes. The streaming giant announced the new password-sharing policy in Peru, Chile, and Costa Rica.Central and South America represent Netflix’s lowest revenue per user, making them particularly vulnerable to changes in pricing, according to the global media and entertainment research firm Ampere Analysis. And even then, Netflix is strategically not testing the new policy in the region’s largest streaming markets, such as Brazil and Mexico, Paul Erickson, a streaming market analyst from the firm Parks Associates, told Rest of World. Netflix currently leads the Peruvian market with 41% of streaming subscribers, followed by HBO Max and Disney+ at around 20%, according to data shared by Ampere Analysis.
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