Netflix has had the four single largest days of US user acquisitions since the beginning of 2019 after having told subscribers it would limit password sharing on May 23.
According to the research company Antenna, it had nearly 100,000 daily sign-ups on both May 26 and 27.
Antenna adds that average daily sign-ups to Netflix reached 73,000 during that period, a +102% increase from the prior 60-day average. These exceed the spikes in sign-ups Antenna observed during the initial US Covid-19 lockdowns in March and April 2020. Cancels also increased during this period, but not as much as sign-ups. The ratio of sign-ups to cancels since May 23 is up +25.6% compared to the previous 60-day period.
As previously reported by Broadband TV News, Netflix sent out reminder emails in a total of 103 countries and territories, including the US, on May 23 telling subscribers that passwords could only be used in single households unless account holders paid an additional fee.
The increase in acquisitions in the US contrasts with developments in Spain, where Netflix introduced curbs on password sharing back in February and subsequently lost 1 million subscribers.
