Disney+ introduces new measures to curb password sharing

Disney+ follows Netflix’s lead in tackling password sharing

In a strategic move to convert password-borrowers into paying customers, Disney+ has rolled out a comprehensive program aimed at addressing account sharing. This initiative, which mirrors Netflix’s successful approach, is now available across multiple regions, including the U.S., Canada, Europe, and the Asia-Pacific.

New paid-sharing options for Disney+ subscribers

This week, Disney+ began notifying its subscribers about the new paid-sharing options. These features allow users to pay for access on behalf of family members or friends who reside outside their household and have been using their accounts without authorization.

Expanding the reach of paid-sharing features

Initially launched in select markets over the summer, the paid-sharing capabilities are now broadly available. Disney+ emphasizes that subscriptions are intended for use within a single household, defined as a collection of devices associated with the primary residence of the account holder. Individuals outside this household will need to either sign up for their own subscription or be added as an Extra Member for an additional monthly fee.

Pricing and availability of Extra Member profiles

In the U.S., adding an Extra Member costs $6.99 per month for Disney+ Basic subscriptions and $9.99 per month for Disney+ Premium subscriptions. Currently, only one Extra Member slot is available per primary account. This option is not available for Disney Bundle subscribers or those billed through third-party partners. Disney+ account holders can transfer an eligible profile to a new subscription or Extra Member, ensuring that the profile’s watch history and settings are preserved.

Accessing Disney+ while traveling

Disney+ users traveling outside their household can still access the service. If a user encounters a message indicating that their TV is not part of the household, they can mark themselves as “I’M AWAY FROM HOME” or update their household location if they have recently moved. This process requires a one-time passcode sent to the email address associated with the account.

Future plans for Hulu and ESPN+

Disney is also planning to implement similar password-sharing crackdowns for Hulu and ESPN+. Earlier this year, Disney+, Hulu, and ESPN+ updated their subscriber terms to explicitly forbid sharing log-in details with anyone outside the primary residence. The updated agreements state that unless otherwise permitted by the service tier, subscriptions cannot be shared outside the household.

Enforcement and compliance

The updated terms grant Disney the discretion to analyze account usage to ensure compliance. If a violation is detected, Disney may limit or terminate access to the service and take other steps as permitted by the agreement.

Industry trends and future outlook

Disney’s move to curb password sharing follows Netflix’s successful initiative, which has been credited with boosting subscriber numbers. Warner Bros. Discovery has also announced plans to implement a similar program for its streaming service, Max, later this year.

By adopting these measures, Disney aims to enhance the value of its subscriptions and ensure that users adhere to the terms of service. This approach not only helps to increase revenue but also aligns with broader industry trends towards stricter account-sharing policies.

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