Netflix has begun a soft culling of inactive users – those who are subscribed but haven’t watched Netflix for a year since they joined. It will begin with email- or in-app notifications to such subscribers, and only if they confirm they want to continue they will stay; all others will be removed from the subscribed-to list.
Such inactive accounts (including those whoare subscribed but haven’t watched Netflix for two years) represent less than half of one percent of Netflix’s overall member base totalling to only a few hundred thousand, and are already factored into the company’s financial guidance.
Anyone who decides to opt out now and cancels their account and rejoins within 10 months will have their favourites, profiles, viewing preferences and account details just as they left them.
Netflix announced this through a blog post by Eddy Wu of the Product Innovation team.
“You know that sinking feeling when you realize you signed up for something but haven’t used it in ages? At Netflix, the last thing we want is people paying for something they’re not using,” Wu wrote. Wu wrote that Netflix hopes “this new approach saves people some hard earned cash.”
“…we’re asking everyone who has not watched anything on Netflix for a year since they joined to confirm they want to keep their membership,” Wu wrote. “And we’ll do the same for anyone who has stopped watching for more than two years.
Members will start seeing these emails or in app notifications this week. If they don’t confirm that they want to keep subscribing, we’ll automatically cancel their subscription. If anyone changes their mind later, it’s really easy to restart Netflix.