Despite the social media backlash, it seems Netflix's NFLX plan to boost revenue by cracking down on subscription sharing is working.
Since the company announced that it would take stops to stop multiple households from using the same account, Netflix has had seen the four largest days of U.S. user acquisition in four and a half years, according to streaming market research company Antenna.
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On May 26 and May 27 the company saw nearly 100,000 sign-ups per day. During the week after the change Netflix daily sign-ups average 73,000, more than double the prior 60-day average.
That type of growth even outpaced the daily signups Netflix had during the start of the Covid-19 lockdowns in March and April 2020 when U.S. citizens were forced to mostly stay inside in order to stop the spread of the virus.
But the move did come with some drawbacks.
Cancellations also rose in the week after the changeover by 25.6% vs. the previous 60-day period, but that increase pales in comparison to the gains the company made.
Antenna draws its data from purchase receipts, credit, debit and banking data, bill-scrapers -- which takes data from a bill or other online document.
Last month, Netflix told American users if you have the $15.49 per month Netflix Standard plan, you can add one extra member who can use the service outside your household for an extra $7.99 each month. If you use the The Netflix Premium package with 4K streaming, which costs $19.99 a month, you can add up to two extra members for $7.99 each.
Survey and data analysis from Samba and HarrisX found that 52% of Gen Z and 51% of Millennials would cancel their Netflix account if they were banned from sharing passwords, but the data from Antenna suggests that number was over blown.
So far.
