Netflix’s new CEOs confirm: Password sharing will end, vast majority will have to pay

Last December, Netflix confirmed plans for ending password sharing in 2023 and that it would roll out an advertising-supported tier for the online streaming platform. Now in an interview with Bloomberg, Netflix’s two new co-Chief Executive Officers (CEOs) Ted Sarandos and Greg Peters have given more details on what this end of password sharing will mean.

According to Peters, the company will not sacrifice consumer experience, even as it controls password sharing, and this will be a “graduated approach.” But he added, “the vast majority of people who are not paying for Netflix will have to pay for Netflix. It gets to a pretty firm kind of position.”