This week the popular streaming service Netflix learned three vital truths.
- First, it's important for any business to have a consistent marketing strategy and message.
- Second, the internet's memory is long and will absolutely put an elephant's to shame.
- Third, the people of the internet will not hesitate to call a business out for being inconsistent.
This learning experience came after consumers discovered an inconsistency in the company's messaging that left them feeling less than loved.
Netflix just announced they are planning to implement a new payment system for users sharing passwords. This new phase will be launched in Chile, Costa Rica and Peru before theoretically going worldwide.
Specifically, if two people are sharing a password within the same household, they'll continue paying the usual fee for their membership and used devices.
However, individuals who live outside of that home who are using the password will have to pay a smaller membership of their own to maintain their access through that password. If they want to be able to have their own profile page and saved preferences, they'll need to pay an additional monthly fee.
Ironically, back in March 2017, Netflix tweeted a series of "Love is" tweets, including this one:
Love is sharing a password.— Netflix (@Netflix) 1489172402
When Netflix made the announcement about the additional fees for sharing passwords outside of the home, the internet immediately called the company out for being inconsistent and money-hungry.
Some claimed to see through Netflix's plan.
if I share a password that means I have to pay for another TV. I see you— dani (@dani) 1489172467
Adding this onepic.twitter.com/3ie5qwPUAD— Chlo\u00e9 \ud83d\udc9a (@Chlo\u00e9 \ud83d\udc9a) 1647913974
5 years later long distance relationships that share stuff like netflix and pay 50/50 of it get screwed. why do you need to charge money to use a 2 devices at once plan despite it already being 2 devices? Just cause someone lives in another country?— SharkQueenPersephone (@SharkQueenPersephone) 1647903412
Reminder to your social media coordinator to delete this tweet before y\u2019all officially institute higher pricing for multi-household Netflix accounts— The Hamberdler* (@The Hamberdler*) 1647896288
Others questioned the company's commitment and "love" for their customers.
then you clearly don't love your customers. Making password sharing cost more.— Mas\u2122 (@Mas\u2122) 1647868922
Love is: charging for users in Chilepic.twitter.com/HBHcWcKQk7— L4t\u00b0 (@L4t\u00b0) 1647556409
How many millions does the 'brilliant' executive that made this stupid proposal make?\nYou just alienated your customers and sent them straight to the delete account button. I just finished my membership.— Ester__\ud83c\udf33\ud83c\udde8\ud83c\uddf1 (@Ester__\ud83c\udf33\ud83c\udde8\ud83c\uddf1) 1647569459
*love type not valid in Chile, Per\u00fa and Costa Rica.— Sebastian Sandoval (@Sebastian Sandoval) 1647561307
Love ended? Now you love money more than customers' satisfaction? Shame on you— E. Naranjo (@E. Naranjo) 1647611194
Some admitted this was a tipping point after already falling out of love with the platform.
What's funny is that we have so so many decent alternatives now. Netflix is the rusty one I only keep because I've had it for 10 years. They've got rid of most of my watch over and over favorites already, so.....— NerdShinobi (@NerdShinobi) 1647962802
Me too... wait till it hits my country and #ByeNetflix #ChaoNetflix ASAP. I use my app everywere I go so my kids can entertain themselves. NETFLIX GOT GREEDY and they're gonna lose so much more than what they thought they'd earn.— Mia DH (@Mia DH) 1647695450
Dang, only took you 4 years to go from "this is love" to "we're clamping down on this right as we're ratcheting up prices!"\n\nSorry, you've been demoted to a 1-month/year sub where we binge your content and bail, and Disney+ is my new full time. Bye.— AMurrie (@AMurrie) 1647970160
While it's no surprise a successful company would increase its rates from time to time, it probably wasn't the best idea for Netflix to roll out a plan that was so dramatically inconsistent with their prior marketing.
For such a high-profile company and Twitter account, it's important for them to think about how their messaging and branding is staying on course, both for the success of the company and for brand loyalty from their customers. The streaming marketplace now offers consumers plenty to choose from, making customer relations more important than ever.
Quite frankly, this new plan—with that 2017 tweet overshadowing it—just wasn't it.
Sony GIF by Sausage Party 
The Philadelphia Enquirer
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