Video streaming service Disney+ is beginning to target users who are sharing their account login credentials.
An increasing number of streaming platforms have begun using backend technology to ensure that consumers are not giving out access to their accounts to others — and now Disney is joining the trend.
An email sent to Disney+ users in Canada this week informed customers that the service will begin restricting their "ability to share your account or login credentials outside of your household."
The Disney+ streaming log-in screen is displayed on a television in East Derry, New Hampshire. (AP Photo/Charles Krupa / AP Newsroom)
Disney has updated its Subscriber Agreement in Canada to restrict the use of one account by multiple people not covered by a subscription tier.
Under the new guidelines, users sharing their login credentials outside the bounds of their subscription plan risk termination of service.
Disney+ offers a "Household" bundle that allows for multiple users using different devices to stream off the same account.
The Walt Disney Co. logo appears on a screen above the floor of the New York Stock Exchange. (AP Photo/Richard Drew, File / AP Images)
However, even under this more expensive plan, users must still be within the same household and cannot share with others in different locations.
Walt Disney Co. CEO Bob Iger is promising to lower the temperature after the company stepped deep into the culture wars under his predecessor and angered many conservatives, according to an analyst's note from this week.
Needham & Company analyst Laura Martin wrote in a report released Wednesday that Iger had told investors the day before that his primary goal is to "quiet the noise," because culture wars are bad for business.
Bob Iger attends a basketball game between the Los Angeles Clippers and the Phoenix Suns at Crypto.com Arena in Los Angeles, California. ((Photo by Allen Berezovsky/Getty Images) / Getty Images)
Iger's vow comes after Disney has been embroiled in a number of controversies in recent years. He returned as CEO in November 2022 after previously leading the entertainment giant from 2005 to 2020.
Fox Business's Breck Dumas contributed to this report.