From Theatres to ‘Netflix and Chill’: How Streaming Took Over the UK
Ever shared your password with your mate? Well, your generosity might have cost millions.
Netflix is the world's leading streaming platform.
Over the years, people have learned new ways to save money and enjoy free movies, but now UK subscribers are feeling the impact. Recent changes from 2023 include the strict 2-device policy and a moderate increase in subscription rate.
Under Netflix's revised password sharing policy, it's still perfectly acceptable for several people to use a single account as long as they live in the same household. This means family or flatmates sharing a home can continue to stream without interruption.
However, if you are a part of a group that shares an account but lives in separate homes, this setup is no longer allowed without an additional cost.
WHY DO PEOPLE SHARE THEIR ACCOUNTS?
It’s not just about saving money (though that’s certainly a factor, especially with the UK’s escalating cost of living). For many, sharing accounts became a social ritual, a digital version of inviting someone over for a movie night. Younger audiences, particularly Gen Z, saw it as normal, even expected. Why pay £10.99 a month when your sister or your uni roommate already has a plan?
Netflix silently accepted a common password culture for many years. The idea was straightforward numerous displays, numerous households, and a single account. Nevertheless, password sharing skyrocketed as the COVID-19 pandemic trapped many indoors. In the UK, friends, family, roommates, and even exes were logging on and binge-watching Sex Education, Heartstopper, Squid Games, Money Heist, and many more without spending any money.
That's a jump of £2 (or 18%) for the standard ad-free plan, the most widely used option in the UK. And yes, these changes apply to new and existing subscribers.
Not everyone praised the move. Memes and sarcasm exploded on Twitter when fans teased that Netflix was "charging them to breathe." The reactions, however, were short-lived. Many had either individually subscribed or updated their plans by mid-2024. The business's risk paid off with more paying customers and fewer freeloaders.
Since May 2023, Netflix has introduced new restrictions requiring users to designate a "primary location". This is typically recognized using the device IP address.
With a stunning net income of $ 87,11,631 in 2024 alone, Netflix saw an enormous rise from just $ 18,66,916 in 2019. Despite the fact that these figures are worldwide, the UK is crucial to this recovery as one of the best-performing markets post-pandemic.
Due to the recent inflation in the UK, many households are spending almost entirely on necessities like food, fuel, and electricity. People are being selective with their spending. Subscription services are considered luxury spending, and Netflix is raising its fees even if it's just by 2 pounds. Many people might not like it, but because Netflix does have a great content selection, they still opt for it. Sometimes it's also because of peer pressure in society, as consuming content and staying updated with all the recent movies and series has become the cultural conversation. The fear of missing out, or simply not being able to join in on what “everyone is watching,” adds to the unspoken peer pressure.
Netflix isn’t alone in upping the price. Disney+, Paramount+, and even Spotify have also raised subscription costs in the past year. But what sets Netflix apart is its simultaneous move to tighten control over account usage, a double headache for loyal users.
This two-pronged strategy is calculated but risky. Despite competitors continued carelessness about family sharing, Netflix is relying on its content inventory and devoted user loyalty to overcome the challenges. In the UK, the platform continues to have enormous cultural prestige, from Bridgerton to Stranger Things, Peaky Blinders, and The Crown.
Audience viewing habits have changed dramatically over time. What was once a social outing to the cinema with friends, family, or on a classic date night has now shifted indoors. Today, many viewers prefer the comfort and convenience of watching films from their own couch, turning their living rooms into personal theatres. The appeal of dressing up and heading out has been replaced by the ease of streaming in pyjamas with snacks in hand. It’s no longer about “movie night at the theatre”, it’s all about “Netflix and chill.”
Netflix redefines its boundaries by tightening password rules and raising fees may cause friction, but the platform’s deep cultural footprint and binge-worthy content still keep millions tuned in. Whether out of habit, loyalty, or fear of missing out, one thing is clear for now, Netflix remains a central player in Britain’s evolving entertainment story.
Link to data analysis