At Hulu, for existing subscribers, consumers will be limited to sharing within their households starting March 14. New subscribers were out of luck starting Jan. 25.
“We may, in our sole discretion, analyze the use of your account to determine compliance with this Agreement,” Disney said in the respective updates, adding users could see their accounts limited or terminated if shared outside the household.
Disney defines “household” as the “collection of devices associated with your primary personal residence that are used by the individuals who reside therein.”
“…[We] have additional opportunities for improvement in our streaming business that will come from implementing stronger standards around account sharing, although given the timing of our planned rollout, we don’t expect a meaningful impact until 2025,” Disney Chief Executive Bob Iger said on the company’s November earnings call.
The platforms made updates to their subscriber agreement as they catches up to rival Netflix, which implemented limitations last year and introduced ad-based subscriptions for those uninterested in forking over higher subscription fees.