Amazon Prime Video has been praised for 'dragging' rival Netflix following its crack down on password sharing. The American streaming giant has moved to stop multiple households using the same account, something which it previously encouraged.
This week, UK subscribers received emails reminding them that their account is for use by 'you and the people you live with.' Some people have even been faced with a message when logging on to Netflix, which forces them to identify their main household before they can continue browsing.
Subscribers must confirm that the internet connection they're using belongs to that main household. If that's not the case, unless an extra household is included in their plan, they are then asked to pay an extra £4.99 to access it. Those refusing to pay the fee will no longer be able to use the subscription - ending password sharing across different homes.
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Prime Video found an old social media post from the streaming platform - which has since aged like milk. The tweet, from March 2017, simply read: "Love is sharing a password."
Quoting the tweet, Prime Video responded with a screenshot of their own profile page. It reads: "Who's watching?" while the individual profile names spell out the sentence: "Everyone who has our password" with a red heart emoji.
Fans were quick to praise Prime Video for the 'burn,' which has had more than 46 million views and almost 600,000 likes on Twitter. @Inkalight said: "This is the rawest burn I’ve ever seen from the streaming wars my gosh" while @howardtayler added: "Deep cut, hard burn, epic shade."
@brotaminz wrote: "DRAG NETFLIX TO THE GROUND" and @Novathereader added: "DRAG THEM". @Micro_Steel reckoned: this shade is better than @AldiUK against @marksandspencer" and @madamemilitant added: "Now *this* is advertising".
A standard Netflix subscription plan costs £10.99 a month and lets one extra member outside the household access the account. The premium option is £15.99 a month and includes access for two extra members. More non-household members can be added to plans for an extra £4.99 a month each.
Netflix clarifies: "Extra members have their own account and password, but their membership is paid for by the person who invited them to share their Netflix account. Your plan determines how many extra member slots you can add."
Meanwhile, Amazon Prime Video charges subscribers £8.99 a month.
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