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Netflix’s expected password-sharing crackdown puts college students on edge

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Netflix sign in page displayed on a laptop sscreen and Netflix logo displayed on a phone screen are seen in this illustration photo taken in Krakow, Poland on January 2, 2023.
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As Netflix inches closer to rolling out password-sharing guidelines in the United States, college students who use accounts connected to family or friends are bracing for changes to their streaming habits.
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The company has said to expect new password guidelines in the coming months, although it hasn’t provided specifics about what they would look like. Netflix in February outlined password-sharing protocols for users in Canada, New Zealand, Portugal and Spain that call for users to set a “primary location” for their Netflix accounts — and additional monthly fees for out-of-household “sub accounts.”

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While Netflix hasn’t said whether the U.S. plan will ultimately resemble these earlier changes, some worry that a crackdown on password sharing could shake up streaming for college students who’ve just left home, and could burden lower-income students and their families.

Sam Figiel, a sophomore at Mercer University in Georgia, said access to Netflix is required for many of his peers’ classes. Figiel, who uses his mother’s account, said nearly everyone he knows at school watches Netflix, although he and some friends may move away from the platform if password sharing ends.

“Without Netflix, I would have to find a way to compensate for classes, but the only other way I could compensate would be going to another streaming platform,” Figiel said. “My parents are paying for three kids in college. They have all their own expenses. They pay for all of our car payments, all of our phone bills, so they don’t really have a lot of extra money to spend.”

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Netflix has long touted how it puts subscribers first. Yet the gradual password-sharing changes have created uncertainty for college students who may not have, or want to spend, disposable income for their own subscription.

Netflix spokesperson Kumiko Hidaka directed CNBC to the company’s earlier announcements for information on the company’s previous steps, but declined to comment further. Chengyi Long, the company’s director of product innovation, said in February that over 100 million households were sharing accounts, amounting to about 43% of the company’s 231 million paid global memberships, as of this month.

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Maybe it’s not that expensive, but at the end of the day, saving money is saving money.

Vrisha Sookraj

University of Maryland junior

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According to a 2022 survey by Parks Associates, 40% of U.S. households share or use shared passwords, a rise from 27% in 2019. People in the 18-to-34 age group, which accounts for 30% of all Netflix users, are more likely to exchange passwords than older viewers. Netflix reported 74.3 million paid streaming subscribers across the U.S. and Canada in its fourth quarter.

Vrisha Sookraj, a junior at the University of Maryland who watches Netflix from her parents’ account, said it’s the go-to streaming platform for nearly everyone she knows. But she’s worried the prospective policies could push some younger consumers away.

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Sookraj suggested a student plan, similar to cheaper subscription plans offered by Spotify, Hulu and Amazon Prime, could allow for more flexibility while accommodating different income levels. Still, she’s on the fence about whether she would pay the monthly fee herself.

“Maybe it’s not that expensive, but at the end of the day, saving money is saving money,” Sookraj said.

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Netflix executives have acknowledged that while the change should help the company’s financial results, it might not be so popular with users. Co-CEO Ted Sarandos said at a December conference that the paid sharing model “feels a lot like the way you’d manage a price increase,” adding that it will be “really revenue positive” and “market expanding.”

But, he added: “Make no mistake, I don’t think consumers are going to love it right out of the gate.”

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Password sharing crackdown so far

Netflix last month said users in Canada, New Zealand, Portugal and Spain can create up to two “sub accounts” for users not living in the primary location for a monthly fee per extra user: CA$7.99 in Canada, NZ$7.99 in New Zealand, 3.99 euros in Portugal and 5.99 euros in Spain.

The company hasn’t shared what a U.S. pricing model would look like — if it follows that example.

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In countries listed above, users can also ask non-household members to establish their own individual accounts by transferring their profiles to a new account, which will maintain personalized recommendations and viewing history from the original account.

The guidelines came after a trial period in Chile, Peru and Costa Rica that began in May.

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The company has worked to support “customer choice and frankly a long history of customer centricity,” Netflix executive Gregory Peters, who became co-CEO in January, said during an earnings call last October.

An image from Netflix’s “Stranger Things.”

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Source: Netflix

Still, he said, the company needs to balance those goals with the need to “get paid.”

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For Netflix the calculus pits subscriber growth against monthly fees, and not for the first time. In November, Netflix launched a new tier dubbed “Basic With Ads” that costs $6.99 per month — a bid to bring in more viewers at a lower price point.

Some Wall Street analysts believe there could be a hiccup immediately after a U.S. password crackdown, resulting in higher churn in the second quarter, followed by possible revenue growth.

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Wells Fargo analysts think password sharing could be a bigger near-term catalyst for revenue than the introduction of the ad-supported tier.

In a January note, Macquarie analyst Tim Nollen speculated that average revenue per user can rise if enough free users get pushed off the platform and then rejoin as paid subs or added as sub accounts. He told CNBC this week he expects many users who drop the service to come back pretty quickly given the scale of Netflix’s content base, although he anticipates some initial churn for the next quarter.

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“There are a lot, lot, lot of U.S. users that are not paying for it, and so I think they’re very sensitive to the backlash that they’re going to get when they institute this,” Nollen said. “It’ll take some time to get to the point they really know what they’re doing and they really can start to make money out of it.”

If Netflix charges extra for sub accounts in the U.S., these added costs may prove challenging for Thuan Tran, a senior at Duke University from Vietnam who shares his own account with his sister and partner. While he acknowledged many Duke students have the financial means to support added costs, he said significant changes to the subscription structure would make him think twice.

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“When your whole shtick is that you can share an account with people that you love in different places … and then now you reverse that and then go and charge people more if they want more profiles or screens, then that’s kind of going against a lot of the things that made your site attractive to a lot of viewers,” Tran said.

Staying or leaving

Even if the cost of a subscription may rise for borrowers, some college students think Netflix is too important to give up.

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Elizabeth Danaher, a sophomore at the University of Missouri-Columbia studying communications and film said Netflix has enabled her to watch films with her family in Illinois while away at school, especially with her father who edited “A League of Their Own” and “Home Alone 2.” She said it would “definitely hurt” if the cost structure prohibits her from accessing Netflix — which she considers a vital “source of information” — though she says she and many of her peers would likely shell out a few dollars a month.

“I think at the end of the day, Netflix is probably a necessity to me,” Danaher said.

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According to a study from Leichtman Research Group that has yet to be released, around 66% of households nationwide have Netflix. About 14% of all households that have Netflix borrow it from someone else and do not pay, according to the online survey of 3,500 adults across the U.S. That jumps to 21% for consumers aged 18 to 34.

Netflix shares hit on subscription price cuts

“What sharing did was help them grow the company, but now what it’s doing, it’s limiting their potential growth of subscribers,” President and Principal Analyst Bruce Leichtman said, adding that Netflix lost nearly a million subscribers last year in the U.S. and Canada.

Leichtman estimates sub accounts could cost an extra $3 each, and says, according to survey data, about half of both sharers and borrowers say they would pay a fee at that rate. About 10% in both categories said they would pay the extra charge but would also look to downgrade their account.

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Of those survey respondents who share their login credentials, about a quarter say they would drop Netflix after a policy change that would cost them additional monthly fees per sub account, compared with a third of borrowers. Though Leichtman said it’s unlikely to play out to that degree as people settle into paying a few extra dollars per month under new policies.

Aravind Kalathil, a senior at the University of Missouri-Columbia, said he uses a stranger’s Netflix account that’s been logged in on his apartment’s smart TV. Kalathil and his roommates don’t know who owns and pays for the account, and are prepared to have their access cut off without warning should password restrictions go into effect.

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“In the end for us, it probably will not have the biggest effect because our families all have Netflix accounts and we will make it work, but it just adds extra hassle and annoyance to something that in the end is kind of expendable with the amount of streaming services out there,” Kalathil said.



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Virgin Orbit extends unpaid pause as Brown deal collapses, ‘dynamic’ talks continue

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NEWQUAY, ENGLAND – JANUARY 09: A general view of Cosmic Girl, a Boeing 747-400 aircraft carrying the LauncherOne rocket under its left wing, as final preparations are made at Cornwall Airport Newquay on January 9, 2023 in Newquay, United Kingdom. Virgin Orbit launches its LauncherOne rocket from the spaceport in Cornwall, marking the first ever orbital launch from the UK. The mission has been named Start Me Up after the Rolling Stones hit. (Photo by Matthew Horwood/Getty Images)
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Virgin Orbit is again extending its unpaid pause in operations to continue pursuing a lifeline investment, CEO Dan Hart told employees in a company-wide email.
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Some of the company’s late-stage deal talks, including with private investor Matthew Brown, collapsed over the weekend, people familiar with the matter told CNBC.

Hart previously planned to update employees on the company’s operational status at an all-hands meeting at 4:30 p.m. ET on Monday afternoon, according to an email sent to employees Sunday night. At the last minute, that meeting was rescheduled “for no later than Thursday,” Hart said in the employee memo Monday.

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“Our investment discussions have been very dynamic over the past few days, they are ongoing, and not yet at a stage where we can provide a fulsome update,” Hart wrote in the email to employees, which was viewed by CNBC.

Brown told CNBC’s “Worldwide Exchange” last week he was in final discussions to invest in the company. A person familiar with the terms told CNBC the investment would have amounted to $200 million and granted Brown a controlling stake. But discussions between Virgin Orbit and the Texas-based investor stalled and broke down late last week, a person familiar told CNBC. As of Saturday those discussions had ended, the person said.

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Separately, another person said talks with a different potential buyer broke down on Sunday night.

The people asked to remain anonymous to discuss private negotiations. A representative for Virgin Orbit declined to comment.

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Hart promised Virgin Orbit’s over 750 employees “daily” updates this week. Most of the staff remain on an unpaid furlough that Hart announced on Mar. 15. Last week, a “small” team of Virgin Orbit employees returned to work in what Hart described as the “first step” in an “incremental resumption of operations,” with the intention of preparing a rocket for the company’s next launch.

Virgin Orbit’s stock closed at 54 cents a share on Monday, having fallen below $1 a share after the company’s pause in operations.

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Virgin Orbit developed a system that uses a modified 747 jet to send satellites into space by dropping a rocket from under the aircraft’s wing mid-flight. But the company’s last mission suffered a mid-flight failure, with an issue during the launch causing the rocket to not reach orbit and crash into the ocean.

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The company has been looking for new funds for several months, with majority owner Sir Richard Branson unwilling to fund the company further.

Virgin Orbit was spun out of Branson’s Virgin Galactic in 2017 and counts the billionaire as its largest stakeholder, with 75% ownership. Mubadala, the Emirati sovereign wealth fund, holds the second-largest stake in Virgin Orbit, at 18%.

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The company hired bankruptcy firms to draw up contingency plans in the event it is unable to find a buyer or investor. Branson has first priority over Virgin Orbit’s assets, as the company raised $60 million in debt from the investment arm of Virgin Group.

On the same day that Hart told employees that Virgin Orbit was pausing operations, its board of directors approved a “golden parachute” severance plan for top executives, in case they are terminated “following a change in control” of the company.

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Disney layoffs will begin this week, CEO Bob Iger says in memo

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Bob Iger, CEO, Disney, during CNBC interview, Feb. 9, 2023.
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Disney will begin layoffs this week, the first of three rounds before the beginning of the summer that result in about 7,000 job cuts, according to a memo sent by Chief Executive Bob Iger.
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The cuts are part of a broader effort to reduce corporate spending and boost free cash flow. Disney said last month it plans to cut $5.5 billion in costs, including $3 billion in content spend.

“This week, we begin notifying employees whose positions are impacted by the company’s workforce reductions,” Iger wrote in the memo, which was obtained by CNBC. “Leaders will be communicating the news directly to the first group of impacted employees over the next four days. A second, larger round of notifications will happen in April with several thousand more staff reductions, and we expect to commence the final round of notifications before the beginning of the summer to reach our 7,000-job target.”

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The layoffs were initially announced in February. The job cuts will be cross-company, hitting Disney’s media and distribution division, parks and resorts, and ESPN.

Disney is following the lead of Warner Bros. Discovery and other legacy media companies that are cutting jobs and spending. Disney has said its streaming business, led by Disney+, Hulu and ESPN+, will stop losing money in 2024. Disney shares are up about 8% this year after falling 44% last year.

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“We have made the difficult decision to reduce our overall workforce by approximately 7,000 jobs as part of a strategic realignment of the company, including important cost-saving measures necessary for creating a more effective, coordinated and streamlined approach to our business,” Iger wrote. “For our employees who aren’t impacted, I want to acknowledge that there will no doubt be challenges ahead as we continue building the structures and functions that will enable us to be successful moving forward.”

Since returning as CEO, Iger has reorganized the company and acknowledged that he’d consider selling Hulu. Disney will host its annual shareholder meeting April 3.

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Read Iger’s full memo:

Dear Fellow Employees,

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As I shared with you in February, we have made the difficult decision to reduce our overall workforce by approximately 7,000 jobs as part of a strategic realignment of the company, including important cost-saving measures necessary for creating a more effective, coordinated and streamlined approach to our business. Over the past few months, senior leaders have been working closely with HR to assess their operational needs, and I want to give you an update on those efforts.

This week, we begin notifying employees whose positions are impacted by the company’s workforce reductions. Leaders will be communicating the news directly to the first group of impacted employees over the next four days. A second, larger round of notifications will happen in April with several thousand more staff reductions, and we expect to commence the final round of notifications before the beginning of the summer to reach our 7,000-job target. 

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The difficult reality of many colleagues and friends leaving Disney is not something we take lightly. This company is home to the most talented and dedicated employees in the world, and so many of you bring a lifelong passion for Disney to your work here. That’s part of what makes working at Disney so special. It also makes it all the more difficult to say goodbye to wonderful people we care about. I want to offer my sincere thanks and appreciation to every departing employee for your numerous contributions and your devotion to this beloved company. 

For our employees who aren’t impacted, I want to acknowledge that there will no doubt be challenges ahead as we continue building the structures and functions that will enable us to be successful moving forward. I ask for your continued understanding and collaboration during this time. 

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In tough moments, we must always do what is required to ensure Disney can continue delivering exceptional entertainment to audiences and guests around the world – now, and long into the future. Please know that our HR partners and leaders are committed to creating a supportive and smooth process every step of the way.

I want to thank each of you again for all your many achievements here at The Walt Disney Company. 

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Sincerely,

Bob

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Chipotle to pay ex-employees $240,000 after closing Maine location that tried to unionize

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Chipotle restaurant in Teterboro, New Jersey.
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Chipotle Mexican Grill has agreed to pay $240,000 to the former employees of an Augusta, Maine, location as part of a settlement for closing the restaurant when workers tried to unionize.
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Chipotle denied wrongdoing, despite settling the lawsuit with the federal labor board and the union.

“We settled this case not because we did anything wrong, but because the time, energy and cost to litigate would have far outweighed the settlement agreement,” Laurie Schalow, Chipotle’s chief corporate affairs officer, said in a statement to CNBC on Monday.

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Employees at the Chipotle restaurant filed a petition to unionize under Chipotle United in late June, becoming the chain’s first outlet to do so. Prior to the filing, workers had already walked out in protest of working conditions and understaffing.

Less than a month later, Chipotle closed the restaurant, citing staffing issues and saying it respected workers’ right to organize. However, in November, the National Labor Relations Board found that the burrito chain violated federal labor law when it closed the restaurant and stopped organizers from being hired at its other locations in the state.

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While Chipotle United counted the settlement announced Monday as a win, it fell short of reopening the closed location.

Now, former employees at the shuttered Augusta location will receive between $5,800 to $21,000 from Chipotle, dependant on their average hours, pay rate and the length of their tenure. Chipotle will also offer to put all of those workers on a preferential hiring list for other Maine locations for one year.

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Roughly 40 stores in Maine, New Hampshire and Massachusetts will have notices posted saying it won’t close stores or discriminated based on union support. Those locations are under the leadership of the Chipotle regional manager who blackballed pro-union workers from jobs at other locations, according to Chipotle United, which is not affiliated with any larger unions.

To date, just one Chipotle location has successfully unionized. A restaurant in Lansing, Michigan, voted in August to unionize under the International Brotherhood of Teamsters.

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The burrito chain hasn’t seen an avalanche of union petitions after organizers’ initial win in Michigan, unlike Starbucks, which has seen more than 290 locations unionize in a little over a year. But Starbucks Workers United has accused the company of employing similar anti-union tactics, including shuttering stores. The coffee chain denies all allegations of union busting, although former CEO Howard Schultz is set to testify Wednesday in front of a Senate panel about the company’s behavior.

— CNBC’s Kate Rogers contributed to this report.

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