Netflix is expanding its policy of cracking down on users who share their passwords beyond their immediate family. The streaming giant has said that an account is for household use only and has been experimenting with “borrower” or “shared” accounts. With more than 100 million households sharing accounts, Netflix has previously said it is “impacting our ability to invest in great new TV and films”. However, it has delayed its crackdown “to improve the experience for members”. The company has also launched an ad-supported tier, which it said had more than five million subscribers. The move to end password sharing and introduce an ad-supported model is designed to improve the site’s offer to advertisers. However, analysts warn that such an approach risks seeing Netflix users switch to rival services, such as Disney+ or Amazon Prime Video.
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