Disney Plus now has rules to prevent subscribers from sharing their passwords, but now we know when they will start forcing users to pay for sharing them. In other words, they will allow sharing… but for a fee.
In an interview on CNBC, Bob Iger, CEO of Disney, states that the company plans to “launch our first real foray into password sharing” in June.
Iger states that the rollout will begin in “just a few countries in a few markets” before expanding to all subscribers in September. Disney’s rules against password sharing initially came into effect for new subscribers on January 25th and were extended to existing members on March 14th.
Following in Netflix’s footsteps with shared accounts
Netflix became the first streaming service to take strong measures against password sharing in 2023, when it started charging users an additional $7.99 per month to add an extra viewer outside their home.
In February, during a conference on results, Disney’s CFO, Hugh Johnston, confirmed that “suspected subscribers who share improperly” will see a notice to subscribe to their own subscription this summer. Subscribers will also be able to add members outside their household for an “additional fee”, but Disney has not yet provided details on how much it will cost.
The combined Disney Plus and Hulu app was launched at the end of last month as part of Disney’s attempt to attract more subscribers to its lucrative streaming package. The newly merged app not only incorporates content from both services, but also combines user history to enhance recommendations.
Bob Iger has big plans for the company’s streaming business, including an exclusive streaming version of ESPN, and he claims it will reach profitability by the end of this fiscal year. Paid sharing is likely to contribute to this goal.
