Disney will begin its password sharing crackdown against Disney+ users using the same account across different households "in earnest" in September 2024.
CEO Bob Iger suggested during Disney's latest financial earnings call that, after beginning the crackdown across a few markets in June 2024, the company will fully tackle the issue in September.
"We've been talking a lot about adding the technology features that we need to basically make it a higher return, higher margin business, and a more successful business. And we're doing that right now," Iger said.
"We started our password sharing initiative in June. That kicks in, in earnest, in September. By the way, we've had no backlash at all to the notifications that have gone out and to the work that we've already been doing."
Iger's comments are the latest in a long line of vague rulings surrounding the Disney+ password sharing crackdown which was announced in August 2023. It was originally set for summer 2024 but the June change only affected some markets, not including the U.S.
It's unclear how Disney's iteration of the practice will work, but rival streaming service Netflix applied the crackdown in May 2023 and charged users an extra $7.99 a month for having a second household on their account. It then added 8.8 million new subscribers in the subsequent quarter.
Disney+ is also getting more expensive again, with the ad free rising to $15.99 on October 17, 2024, more than double the price of what it launched at in 2019. This comes alongside word that Disney's streaming business made a profit for the first time ever this quarter.
Ryan Dinsdale is an IGN freelance reporter. He'll talk about The Witcher all day.
