"With each launch, we learn more about how best to roll out these changes and what matters to members the most, in particular maintaining travel/watching on the go and the ability for people to better control access to their accounts as well as transfer profiles to separate accounts,"
. "We could have launched broadly in late Q1, but we found enough improvement opportunities in these areas to shift a broad launch to Q2 to implement those changes."Netflix said that while it did observe an initial "cancel reaction" in the four markets upon the news of the change, it later saw "increased acquisition and revenue" as account borrowers shifted to their own accounts or became "extra members" on an existing one.
The streaming giant pointed to Canada as a "predictor" for how the U.S. market will react to paid sharing. There, the subscriber base became "larger than prior to the launch of paid sharing," according to Netflix.