The End of the Free Streaming Era: How Streaming Giants Are Cracking Down on Password Sharing
- Streaming customers face a new reality: the era of free access is over.
- Disney follows Netflix in cracking down on password sharing with notable success.
- Other streaming services are adopting similar strategies.
The days of freeloading on streaming services are coming to an end. As password-sharing crackdowns gain traction, users still accessing someone else’s account might soon need to pay up.
Netflix set a precedent by barring account sharing, which, despite some backlash, resulted in a record-breaking year for subscriber signups, highlighted by its strongest quarter ever.
Following Netflix’s lead, other major media companies are embracing similar tactics. Disney recently reported an unexpected increase of 2.5 million subscribers on Disney+ and Hulu in early 2025, a move that surprised many analysts who had predicted a decline in subscriber growth.
According to CEO Bob Iger, Disney’s strategy of “paid sharing,” which allows account holders to pay an additional $7 to $10 monthly for users outside their household, has reignited their streaming growth. This initiative began for Disney+ in the fall and for Hulu in March.
Disney is not alone in this endeavor. Warner Bros. Discovery launched paid sharing for Max in late April, aiming to spur growth, though not all users have been affected yet. Meanwhile, NBC updated Peacock’s terms of service to discourage password sharing beyond one’s household.
However, not all platforms are following suit. Companies like Paramount, Amazon, and Apple have yet to enforce similar measures. Nonetheless, these platforms are designed for single-household use, so changes could be on the horizon.
Though some users may be discontented with these changes, there are more affordable streaming options available now than in the past. Many major services offer cost-effective ad-supported tiers, which are growing in popularity, especially among those reluctant to pay full price.
