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Netflix password crackdown fuels sign-up surge

The company is planning price increases, even as many new users opt for its cheaper plan with adverts.

The gains are an ironic twist for a firm that resisted calls to sell ads for years, saying such a move would hurt the viewer experience and complicate its business with privacy risks and other issues. But the company was jolted by an unexpected subscriber decline in the first half of 2022, followed by a fall in profits, which prompted it to seek out new ways to bring in new viewers - and more money. But the programme has sparked excitement on Wall Street since selling ads, on top of subscriptions, has the potential to bolster the money a company can earn per account.

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