Disney+ Enforces Anti-Password Sharing Policy Beginning This September

Disney plans to allow subscribers to pay an extra fee for sharing their subscription with people outside their household.

Disney is gearing up to crack down on password sharing starting next month, according to CEO Bob Iger. The company has been planning this move since September of last year, though the timeline has seen some shifts, as reported by The Verge.

In June, Disney began enforcing password-sharing bans in certain countries, and now it looks like the U.S. and other regions will follow suit by September 2024. Iger stated that this crackdown is part of Disney’s strategy to make Disney+ a profitable venture. The approach mirrors Netflix’s successful move to stop multi-household password sharing in 2023, which led to significant subscriber growth in the subsequent months. Back in April, Iger even praised Netflix’s tactics, calling them the “gold standard in streaming.”

He remarked, “I have immense respect for what they’ve accomplished. If we can achieve even a fraction of their success, it would be incredible.” Iger also mentioned that Disney has faced “no backlash whatsoever” from customers who have been informed about the new policy.

Following Netflix’s lead, Disney plans to introduce an option for subscribers to pay an additional fee to share their account with people outside their household, though exact pricing details are still under wraps.

Additionally, Disney announced this week that it will raise the subscription prices for Disney+, Hulu, and ESPN+ starting in October. Disney+ with ads will jump to $9.99 per month, up from $7.99, while the ad-free version will increase to $15.99 per month, compared to the current $13.99.

Why Disney is Taking a Stand Against Account Sharing?

Disney + is also going to become more expensive in the US (Image credit: Shutterstock)

While I recognize the rationale behind Disney’s upcoming password crackdown, it doesn’t sit well with me. I acknowledge that I’m in a fortunate position, being able to access free press screeners for Disney Plus content and receiving invites to press screenings for the company’s theatrical releases, including those from Marvel, Pixar, and 20th Century Studios. As a UK resident, the impact of this account-sharing crackdown, along with the recent news of price hikes for Disney Plus, Hulu, and ESPN in the US, won’t hit me as hard as it will others.

Still, I can’t help but feel it’s unfair. By mid-October, Disney Plus’ subscription fees in the US will have nearly doubled in just four years. That’s a tough pill to swallow for hardworking people who, after a long day, just want to relax and watch a great TV show or movie with their loved ones. Soon, sharing your account with someone in a different household will come with an extra cost, adding to the frustration.

Disney isn’t exactly strapped for cash—movies like Deadpool and Wolverine can rake in nearly $900 million in under two weeks, as Iger pointed out in Disney’s Q3 2024 executive statement. Yet, the company has the audacity to tell loyal customers that they’ll be blocked from account sharing and will have to pay even more for streaming its “unrivalled” content. It’s hard not to feel frustrated by this approach.

Do You Support Disney+’s Decision to End Password Sharing, or Does It Feel Like a Step Too Far?”