growing competition in the streaming market, and customers cutting back on subscriptions due to the rising cost of living, have prompted Netflix to focus on shoring up its revenues. Back in 2017 Netflix even appeared to be sanctioning the practice when it tweeted “Love is sharing a password”. Netflix is introducing limits on password sharing in four more countries and Customers in those countries are being asked to pay an extra fee if they want friends and family who don’t live with them to share their subscription. How will this impact Netflix market competitiveness ?

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