You might want to get your password-sharing arrangements for Disney+, ESPN+ and Hulu settled soon.
Disney CEO Bob Iger said on its fiscal third-quarter earnings conference call on Wednesday that the company will start cracking down on password sharing starting in 2024.
The company already has the technical capability to do so, much of the work around this won’t get started until next year. For now, Iger said, the company is “actively looking” at its options now.
Disney’s plans come after Netflix started cracking down on password-sharing on its own service. Rather than a massive backlash or rejection of the service, the move actually resulted in more subscribers signing up.
Disney is optimistic about the move.
“There’s an opportunity to grow our business,” Iger said on the call.
But the company is likely treading carefully because of the sensitivity around the practice. Password sharing enables more users to consumer its content, generating buzz and awareness for its programming.
And while Netflix has proven to be a must-have streaming service, it’s unclear if Disney+ or Hulu enjoy the same kind of vaunted status. Cutting folks off could lead to angry consumers or people staying away because they can’t be bothered to pay the new higher rates.