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“Beyond that, accessing social networks is big in places like China. Mander says that accessing better entertainment content is “by far the most common” reason for using VPN services. GWI’s figures show that 5% of internet users in those nations accessed the service in the last month. He specifically cited Australia and South Africa as countries without legal Netflix services despite high penetration. One of the outcomes of the Sony Pictures hack has been evidence of just how much Hollywood studios care about VPN usage, as emails from 2013 show a Sony exec complaining that “Netflix do not closely monitor where some of their subscribers are registering from and don’t take steps to counter circumvention websites that allow people… to subscribe illegally”. But by the nature of how a VPN works … it’s very difficult to tell if someone’s using one.” “The actual studios might be much more concerned about it. “I think the tension here is that it’s not a problem for Netflix per se,” says Mander. Netflix can’t welcome VPN users too openly, however, since the company’s fraught relationship with content providers hinges on them enforcing international restrictions. “People who are using a VPN to access our service from outside of the area will find that it still works exactly as it has always done.” “The claims that we have changed our policy on VPN are false,” said Neil Hunt. Nonetheless, he says that the figures show that Netflix would be “be shooting themselves in the foot if you blocked considerable levels of traffic coming from outside your official countries … the fact that it’s already talking to them and getting money from them is a good thing.”Īnd it seems Netflix agrees: the company’s chief product officer emphatically denied rumours that it had been cracking down on VPN users at this year’s Consumer Electronics Show in Las Vegas. “Our numbers are always going to be higher than the number of paying subscribers.” “Account sharing is pretty widespread,” says Jason Mander, Head of Trends at GWI. A significant proportion of those saying they had will have watched at a friend’s house, or been sharing a username with others – indeed, as of October 2014, the company had 16 million international members, significantly less than the total number of users of the service. GlobalWebIndex surveyed almost 200,000 individuals across 32 markets, and asked how many of them had watched Netflix in the previous month using a VPN. Not every Netflix “user” is a subscriber to the service, however.
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