Disney Plus will start its own crackdown on password-sharing soon

Disney Plus is gearing up to enforce stricter measures against password sharing, with plans to introduce new policies starting in June, according to Disney CEO Bob Iger. Initially, the rollout will be limited to “just a few countries in a few markets,” with a full expansion to all subscribers expected by September. The company’s anti-password sharing rules were first implemented for new subscribers on January 25th and extended to existing members on March 14th.

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Following Netflix’s lead, which initiated a crackdown on password sharing in 2023, Disney will prompt subscribers suspected of improper sharing to sign up for their own subscription. Additionally, subscribers will have the option to add members outside their household for an extra fee, although specific pricing details have not yet been disclosed.

The recent launch of the combined Disney Plus and Hulu app aims to boost subscriber engagement by integrating content from both services and streamlining the user experience. According to Iger, this move has already led to increased viewership of Hulu-exclusive content among Disney Plus subscribers.

To further enhance user experience and crack down on password sharing, Disney is working on unifying user identities across its various platforms, including Hulu, Disney Plus, and ESPN. This initiative is crucial for implementing effective measures against unauthorized password sharing.

Iger is optimistic about Disney’s streaming business, expressing plans for profitability by the end of the fiscal year. Implementing paid sharing policies is expected to contribute to this goal by encouraging individual subscriptions and reducing unauthorized access to content.