Disney+ Hotstar, one of the leading streaming platforms in India, has recently announced a new policy to curb password sharing among its premium users. The policy restricts premium account holders from logging in from more than four devices. This decision comes as the streaming industry faces challenges posed by widespread password sharing, impacting revenue streams and content creators.
Following in the footsteps of Netflix, Disney+ Hotstar’s move is seen as an attempt to protect its intellectual property and ensure that each user is accountable for their own subscription. As India’s streaming market continues to flourish, such measures are becoming increasingly necessary to maintain a sustainable and fair ecosystem for both providers and consumers. By enforcing this policy, Disney+ Hotstar aims to strike a balance between access and accountability, fostering a more secure and responsible streaming experience for its growing user base.
Disney+ Hotstar to Restrict Account Sharing
Another Indian streaming juggernaut, Netflix, makes it tough for customers to share passwords. According to rumors, Disney+ Hotstar is taking measures to prevent its premium members from sharing passwords. According to the report, the business intends to implement a new rule that will limit premium customers’ ability to log in from more than four devices. The goal of this action is to combat the problem of password sharing, especially in a key market for Disney.
Reuters reports that Disney is imitating Netflix. Netflix, Disney’s streaming competitor, had previously put in place a comparable regulation in more than 100 nations back in May. They advised customers that there would be an extra cost if they shared the service with others outside of their household.
Despite the website stating a limit of four, a premium Disney+ Hotstar account now permits logins on up to ten devices in India. The business has tested the enforcement of the policy internally, though, and will put it into effect later this year. The main goal is to limit premium account logins to a maximum of four devices.
According to the first source, once the new restrictions are in place, some users might be inspired to buy their own memberships. In the beginning, Disney had thought that by being more lenient with the four-device login rule, they may draw users who would ultimately elect to purchase individual accounts after sampling the service through password sharing.
According to the second source, Disney+ Hotstar in India did not initially enforce the four-device login policy out of concern for premium subscribers. Internal checks also revealed that only 5% of premium users used more than four devices to log in. However, with the upcoming adjustments, the restriction—which restricts usage to only two devices—will also apply to the more affordable plan.
According to research conducted by Media Partners Asia, Disney’s Hotstar, which attracted 38% of viewers, dominated the Indian streaming market between January 2022 and March 2023. Rivals Netflix and Prime Video each held 5% of the market.
Walt Disney is looking into potential alternatives to the device login policy for its digital and TV operations in India. According to a person with firsthand information, the corporation is actively seeking a joint venture partner or exploring the prospect of selling the company internally. This serves as a reminder of Disney’s efforts to modify and increase its footprint in India’s quickly expanding streaming sector.