Netflix particularlypopular among its users. The company has added a new requirement that each user profile must have a unique email address. The move is part of a broader strategy to combat account sharing, which often results in lost revenue for the company.
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Sharing passwords is a common practice for many Netflix users, as it allows friends or family members who live in different places to share an account. Using the profiles feature, users can keep their viewing history and preferences separate, saving money on purchasing multiple subscriptions. However, Netflix began restricting this behavior in 2022, insisting that all users on an account must be at the same address. Remote users can be added for an additional fee, which has sparked backlash from users.
The company has said it uses a combination of technologies to detect unauthorized password sharing. Specifically, it leverages IP addresses, device identifiers, and account activity to detect whether users of an account are in the same location. This technology was implemented in the United States three years ago and is now being expanded to require unique email addresses for each account profile.
Reports indicate that Netflix has started sending notifications to users asking them to link a unique email address to their profile. The company is presenting this requirement as an opportunity to add new features, such as easier sign-in access and personalized recommendations. However, this change is primarily aimed at accounts with multiple profiles in the same household.
Despite the new requirement, many users have found ways to get around it. For example, they are using variations on Gmail addresses that allow the +something format, such as JaneDoe123+somethingNetflix@gmail.com. Additionally, some users have reported success by turning off Wi-Fi when opening the app and reconnecting later, thus avoiding detection by Netflix's system.
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Netflix's strategy to limit password sharing has significant implications for users and organizations. On the one hand, the company is trying to ensure that subscribers pay for the service they use, thereby increasing its revenue. On the other hand, users who are accustomed to sharing accounts may face increased costs or seek alternatives.
In unrelated streaming news, Amazon is facing legal action in Australia for showing ads to Prime Video users without reducing their subscription as compensation. The Australian Competition and Consumer Commission alleges that Amazon hid unfair terms in Prime subscription contracts and used those terms to quietly insert ads into Prime Video.
This left subscribers who had paid for an ad-free service with no way to get their money back. The regulator alleges that between November 2023 and August 2025, Amazon Australia imposed negative changes on more than a million annual subscribers without offering compensation.
Even if users pay an additional fee to remove the ads, some TV shows still display them due to different rights agreements.
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This situation highlights the challenges streaming platforms face as they try to balance providing quality services and securing their revenues. Netflix and Amazon, as two of the largest players in the sector, are at the center of this debate, as their decisions affect millions of users worldwide.
