Netflix saw a notable increase in new subscribers in the US after announcing it would limit account sharing, according to a recent report from research firm Antenna.
The streaming TV company averaged more than 70,000 new customers a day in the four days after May 23, when it began telling customers it would no longer be able to share passwords. In two of those days, new enrollments in the US surpassed 100,000.
Antenna found that new customer acquisition doubled over the four days in question, compared to the average over the past 60 days. This is the best performance recorded since Antenna began collecting this data four and a half years ago. Subscription cancellations have also increased, albeit to a lesser extent than new subscriptions.
The research firm collects information from several sources, including credit card receipts and online purchases.
Over the past year, Netflix has taken several steps to boost revenue after experiencing a slowdown in subscriber growth. In November, it introduced a cheaper, ad-supported version of its service and started tackling password sharing. According to Netflix estimates, around 100 million households use the service without paying globally. Before rolling out the program to other countries, including Spain and Australia, the company tested several solutions to limit password sharing in Latin America.