The Disney Plus password sharing rollout has begun ‘in earnest,’ but you can add an extra member to your account for a price

As Disney CEO Bob Iger announced during a recent earnings call, Disney+ has officially launched its password-sharing breach “in earnest.”

Now the company has introduced a new “paid sharing” feature for Disney + users in the United States and other regions, which allows users to add one additional member to their accounts for a fee, marking a major change in the way the platform handles account sharing.

“But what about people outside your family? They will need to register and pay for their subscription or be added as an Additional Member to your account to receive an additional monthly fee to continue enjoying Disney+,” the company explained in a blog post to customers.

To add an additional member, account holders can pay an additional $6.99 per month for a basic ad-supported subscription or $9.99 per month for an ad-free paid plan. Only one additional member can be added per account, Disney said, and the option is not available to subscribers billed for third-party services or Disney’s bundled plans.

Everyone does it

Disney’s move follows a similar breach by Netflix, which led to an increase in subscribers. Disney-owned Hulu also limited account sharing in March, and Warner Bros. Discovery has announced plans to limit password sharing on its Max streaming platform.

To prevent unauthorized use, Disney+ will monitor account activity through device links and Internet connections. If the account is accessed outside the home, the system may prompt users with a message that says, “This TV does not appear to be part of this account’s Family.”

Users can verify by selecting “I’m Not Home” or by updating their home settings, which requires a one-time passcode sent to the account manager’s email.

“Your Disney+ subscription is intended for use in your household, which is the collection of devices associated with your primary residence,” the company said.

Hoping to breed new subscriptions

Disney+ also allows people who use someone else’s account to transfer their profile to a new automatic subscription, allowing users to keep their viewing history and interests when they create their own account. Basic profiles, child profiles, and profiles set to “Mini Mode” are not eligible for transfer.

The company’s extended issuance of premium shares comes less than a month before its US prices are set to rise. Starting October 17, Disney+ Basic and Disney+ Premium monthly subscriptions will increase by $2. Disney is also raising prices for Hulu, ESPN+, and a bunch of its other services.

Disney+, Hulu, and ESPN+ turned a profit for the first time this past quarter, and Disney is likely looking to maintain that profit through price increases and paid sharing.

“We started our password sharing program in June,” Iger told investors this summer. “That starts, honestly, in September. However, we have not had any backtracking from the notices that have come out and from the work that we have been doing.”

As the streaming wars heat up and companies look for ways to boost growth and increase revenue, paid sharing programs like Disney’s are becoming the new norm across platforms. In the meantime, Disney hopes that its flexibility for users who travel or live apart will help reduce password sharing while encouraging more signups.