Netflix has always billed itself as the alternative to cable providers that tethered viewers to cable boxes and contracts. Some product executives warned against making the service too complex and not consumer friendly, a practice a few of them referred to internally as Comcastification, a dig at the cable giant, according to people familiar with the situation. To mitigate consumer backlash, Netflix has discussed dialing up the pressure on password sharing gradually, according to people familiar with the situation. The company has said it would enforce its rules based on IP addresses, device IDs and account activity. Netflix has updated its customer help pages this year to say accounts are only to be shared by people who live together. Should kids going off to college be allowed to share their parents’ password? And what happens when users have a second home or travel a lot? ![]() Drawing a hard line on who should be allowed to share passwords has proved tricky. ![]() Netflix’s terms of service have long said that the person who pays for the account should keep control of the devices that use it and not share passwords, but the company never enforced the rule strictly. ![]() A $6.99-a-month ad-supported tier launched in November, aiming to capture new users looking for a discount to more expensive ad-free plans. Netflix has also switched gears on showing ads in content after years of resisting it.
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