Beginning in June, Disney Plus will be cracking down on password sharing.

Disney Plus is implementing new measures to crack down on password sharing amongst subscribers. CEO Bob Iger revealed in an interview on CNBC that the company will begin enforcing these rules in June, starting in select markets before expanding globally in September. This move comes in response to Netflix’s decision to charge users extra for sharing passwords back in 2023.

Subscribers who are found to be sharing passwords improperly will be prompted to sign up for their own individual subscription or pay an additional fee to add members outside of their household. The goal is to increase engagement and decrease churn by utilizing technological tools such as recommendation engines to provide a more personalized viewing experience. Additionally, Disney is working towards unifying user identities across different platforms like Hulu and ESPN to streamline the sharing crackdown process.

With the recent launch of the combined Disney Plus and Hulu app, Disney is aiming to drive more subscribers towards their streaming bundle. By merging content and watch histories, the company hopes to increase viewership and ultimately achieve profitability in their streaming business. Paid password sharing is a step towards this goal and will likely play a significant role in achieving profitability by the end of the fiscal year.



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