Netflix said it is going to start cancelling accounts for users who haven’t used the streaming platform in more than a year.
The company said it will check with its customers, who have not watched anything on the on-demand video streaming service in a year or more, that if they wish to maintain their subscription. The company plans to automatically cancel their membership if they don’t respond.
Inactive members will start seeing the feature roll out by an e-mail or in-app notifications this week.
As per Netflix by their move people will benefit as they will not keep paying for a service they aren’t using or have forgotten about. The company hopes that their new approach will help people save their hard earned money.
Eddy Wu, director of Product Innovation at Netflix said, “In the meantime, we hope this new approach saves people some hard earned cash.”
The move exemplifies the confidence of Netflix for its loyal customer base. Eddy Wu, who oversees product innovation said, “Losing the customers shouldn’t be a big hit for Netflix. Inactive accounts are a few hundred thousand.”
As per Netflix these inactive accounts or popularly known as zombie accounts only represent less than half of 1 percent of its overall member base of the company and they need not worry about any loss to the organization.
The move is extremely unusual among companies that charge an annual subscription. Most companies are usually happy to withdraw their cut from the pockets of their members. This move will help the company become popular stand out in the market against its competitors like Disney Plus, Peacock, and the upcoming HBO Max.
The company said in a statement, “You know that sinking feeling when you realize you signed up for something but haven’t used in ages? At Netflix, the last thing we want is people paying for something they’re not using,”
The company further said that it will be easier for those cancelled accounts to rejoin the platform whenever they want to return. It also said that those rejoining would be very easy and if users rejoin within 10 months they will still have their favorites, profiles, viewing preferences and all other account details in place just as they left them.
As per market reports – Netflix the American streaming -services provider and production company reported having almost more than 182 million subscribers at the end of March 31. Netflix had seen a surge of new users since the Covid-19 pandemic began spreading wings globally leading lockdowns all over the world. In the first three months of the year 2020, the streaming platform Netflix had added about 16 million new global subscribers to its users list.