Shared Disney+ accounts have an expiration date. The production company has repeatedly warned its customers that it is preparing a crackdown on password sharing on its streaming services, and now CEO Bob Iger has set a date: It will start in June and be fully “implemented” in September.

In an interview with CNBC that came a day after most investors backed the current leadership against critics including Elon Musk (yes, the billionaire is in on everything), Bob Iger suggested action was needed “keep the streaming business growing”.

And this happened increase customer engagement, reduce cancellations and reduce acquisition costs. The ban on sharing access passwords outside the home is active from the moment you subscribe to the service. It’s just that not all users follow the rule, although it should be noted that shared accounts used to be great subscription claim to services that enabled (and almost encouraged) them.

Iger says it all the way here. The offensive against Disney+ shared accounts will begin in June and will be completed in September. “We’ll be launching our first real attempt at password sharing in June – just in a few countries and a few markets, but then it’ll grow significantly with a full rollout in September.”says the executive.

The measure, we assume by implementing account detection technology, is not new and has been applied by other services like Netflix, which explained that it was unsustainable because in its case it reached 100 million households. Although the company initially lost subscribers, over the months the measure seemed to work and, despite what was thought, Netflix was able to increase the number of subscribers and revenue, thereby reassuring investors.

But Netflix is ​​very Netflix in this type of service, as Iger himself points out: “Netflix is ​​the gold standard in streaming… if only we could achieve what they have achieved, that would be great”. Whether the results will be the same remains to be seen. to services that aren’t on their level like Disney+ and Hulu.

Another streaming platform Max (HBO Max) is also planning anti-password sharing actions and will launch them in late 2024 or early 2025. We’ll see. There are many subscription services on the market and the economic capacity of users has limits. We leave you with an interview with Bob Iger: