Streaming subscription platform Netflix has announced that it will be launching a new multi-factor authentication process for its viewer’s log-ins, which will roll out starting July 21. This movement continues the platform’s prior movement in 2023 to curb password sharing by switching to a paid sharing system, along with the introduction of the “same household” user rules for anti-sharing.
An email sent from Netflix to its subscribers establishes the parameters of the new MFA process:
Customers will be prompted to complete a one-time Multi-Factor Authentication (MFA) setup right after logging in. This process will enroll the factor you’ll use to verify your identity for all future sign-ins. Eligible verification methods include authenticator apps (e.g., Google Authenticator), passkeys (e.g., Apple Touch ID, facial recognition, Windows Hello), or physical security keys (e.g., Yubikey or your mobile device). Prior SMS-based MFA will no longer be supported.
Now, what does this mean? It means that, starting July 21, Netflix users are required to choose an authenticator to complete the new MFA process, which will then be used to verify all subsequent sign-ins. The email from Netflix also highlights that shared accounts will be disabled, as “new login procedures will disable unapproved shared accounts and require individual accounts.”
Via Media Play News and The Streamable, Netflix had prior in June implemented an update where each profile on a shared Netflix account is required to be linked to separate email addresses – before the new move, users who had purchased an extra membership for an outside user would have the same email linked to each profile.
Several streaming platforms have continued the movement against sharing accounts between households, including Disney+, HBO Max, and Peacock. The concern is largely centered on revenue loss, as these streaming platforms find account and password sharing to account for a large portion of said loss over time.