Disney+ is preparing to follow in the footsteps of its streaming rival Netflix and will begin cracking down on password sharing from June.
CEO Bob Iger made the pledge on Thursday, as the entertainment conglomerate looks to boost subscriber growth and make the business profitable.
Netflix made the move last year and added almost 22 million subscribers in the second half of 2023.
However, it is bad news for those who rely on a friend or relative’s account to enjoy watching Disney+, which offers all the company’s films and series, including much-loved cartoons and the Star Wars franchise, alongside a range of other content including The Simpsons and Grey’s Anatomy.
The streaming platform was launched in November 2019.
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Subscriptions to Disney+ start from £4.99 a month for its Standard with Ads plan, which offers 1080p Full HD video quality for up to two concurrent streams.
The Standard plan, which also offers downloads and comes without ads, is available for £7.99 a month or £79.90 a year.
The Premium package costs £10.99 a month of £109.90 a year, offering 4K HD and HDR video quality, streaming for up to four different people and Dolby Atmos support.
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Mr Iger announced the incoming change during a wide-ranging interview with CNBC.
He also addressed criticism by billionaire Elon Musk, who lashed out against advertisers including Disney for fleeing social media platform X on concerns over antisemitic content, telling them to ‘go f*** themselves’.
‘I ignore it,’ Mr Iger said of Musk’s criticism.
Disney shares were up about 0.7% higher in morning trade following the announcement.
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