TV 2 Play has introduced new measures to make it harder for subscribers to share logins outside their household.
The Danish commercial channel has launched “TV 2 Play households”, which automatically identifies the home based on devices regularly using the same internet connection.
When a login is used on a device outside the registered household, users are shown a message saying the TV does not appear to be part of their TV 2 Play household.
Ulf Lund, TV 2’s new commercial director, told FlatpanelsHD the move is designed to limit subscription sharing outside the home, following similar measures introduced by Netflix.
Lund said illegal sharing breaches the platform’s terms and conditions and has consequences for TV 2’s business.
“When revenues are eroded, it ultimately affects our ability to invest in Danish content, sports and journalism,” he said.
The initiative comes as streaming becomes central to TV 2’s 2030 strategy, with TV 2 Play subscriptions, advertising, partnerships and distribution now key parts of the group’s commercial focus.
