The company announced Thursday that Netflix will start asking customers who haven’t used its platform in the past year if they want to keep their subscriptions. If a customer fails to reply, Netflix will automatically terminate the subscription.
The step is highly rare for businesses paying an annual fee, and demonstrates a level of trust in Netflix’s consumer value proposition. It could also help Netflix stand out from an explosion of new rivals, including Disney+, NBCUniversal’s Peacock (which has a free ad-supported tier), and the forthcoming HBO Max from WarnerMedia.
“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. And we’ll do the same for anyone who has stopped watching for more than two years,” Eddy Wu, director of product innovation, said in a statement.
This week, inactive customers will begin seeing the feature roll out via in-app notifications or emails.