Amazon Prime Video UK has taken a swipe at Netflix on Twitter over its password sharing crackdown, leaving users in stitches at the streaming giants going toe-to-toe. It comes as Netflix has begun tighter measures to reduce the amount of people sharing their accounts with friends and families in different locations.
About a quarter of Netflix's 15million subscribers in the UK password share, according to research firm Digital i. But due to the new ban, they will have to now pay an additional £4.99 monthly fee to allow other households to use their account.
At an earnings report meeting back in January, according to The Guardian, Netflix told shareholders: "While our terms of use limit use of Netflix to a household, we recognise this is a change for members who share their account more broadly.
"As we roll out paid sharing, members in many countries will also have the option to pay extra if they want to share Netflix with people they don't live with. As is the case today, all members will be able to watch while travelling, whether on a TV or mobile device."
In light of the major change, Amazon Prime took to Twitter, with a post that's now been liked almost half a million times. Railing against Netflix's changes, Amazon suggested it would never implement such a measure with a cheeky picture.
Replicating its landing page for users when they load Amazon Prime Video up and choose which profile they will be watching from, the image reads: "Who's watching?" followed by "Everyone Who Has Our Password" under each profile.
Hobossy32d laughed: "Amazon clapped Netflix so damn hard lol." Primevideouk replied: "Giggling and tweeting and hoping we don’t do the same." AlpineXBT added: "RIP Netflix." PlentyOfFish quipped: "I'm here for this beef." TheFashionPod applauded: "Haha. Well done Amazon. This is epic."
Netflix reportedly hopes that getting tough on password sharing will lead to customers shelling out more for the service, with households paying for others signed up to their account in other locations. However, in Spain, where an estimated 39 per cent of subscribers share passwords, there has been a decline in how many people are subscribers to Netflix.
Meanwhile, in Canada the subscriber base has increased after a initial dip, as Netflix offers 'extra member' accounts thanks to a 'paid sharing' initiative.
