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While Netflix plays in the premium content streaming space, it competes with the likes of Amazon Prime Video, Hotstar and even YouTube, along with other local players in the Indian market. With data tariffs cut down drastically in the country, the competition in the video-on-demand space has intensified.

In a recent development, Netflix users received notifications on their account saying, “If you don’t live with the owner of this account, you need your own account to keep watching.”  The streaming platform is testing a new log-in warning system to crack down on password sharing.

Viewers receiving the notification can verify that they are allowed to use the account by entering a code sent via email or SMS to the account holder.

In early 2016, Netflix Chief Executive Officer Reed Hastings had said that password sharing is something you have to learn to live with, because there’s so much legitimate password sharing

For now, viewers can ignore the notification and continue browsing on the platform. However, they may require to open a new account in future.

Netflix India has approximately more than 11 million monthly active users.