The service has suggested at least 100 million households are sharing passwords.

Besides the actual content on the service, one of the more popular aspects of streaming platform Netflix is how easy it is to share your account with family and friends. Anyone with the password to the account can access it, and provided too many people don’t try to use it at once, Netflix doesn’t usually try to stop this. However, on the heels of a major stock downturn and a 200,000 drop in its userbase, Netflix is looking to get more serious about password-sharing crackdowns.

“Our relatively high household penetration — when including the large number of households sharing accounts — combined with competition, is creating revenue growth headwinds,” Netflix said in a shareholder letter. “Account sharing as a percentage of our paying membership hasn’t changed much over the years, but, coupled with the first factor, means it’s harder to grow membership in many markets — an issue that was obscured by our COVID growth.”

In its earlier days, Netflix didn’t care much about password-sharing, as it got more people interested in the service. However, as more streaming services pop up, especially ones with strong backers like Disney+ or HBO Max, Netflix has begun bleeding subscribers, and by extension, stock value. With at least another 2 million subscribers projected to jump ship by the end of Q2, Netflix wants to keep any subscribers it has firmly on deck.

Netflix hasn’t made any official announcements of password-sharing crackdowns as of yet, though it is currently testing several methods of curbing the trend in certain smaller territories.