I think this is going to have the exact opposite effect of what they're going for. I know plenty of people who split the cost of an account because they can't justify the full price. The continual price hikes, and now this?
I'm sure the bean counters have done the math and they'll come out ahead, but losing content + raising prices and now killing off people sharing accounts is just a bad look. This is yet another category of business where I think they'd be far better off being private, so in theory there isn't constant pressure to continue increasing revenue. Once you have market penetration, the only way you're increasing revenue is through customer hostile actions (like increasing the price of the service while decreasing the cost to provide it).
I'm sure the bean counters have done the math and they'll come out ahead, but losing content + raising prices and now killing off people sharing accounts is just a bad look. This is yet another category of business where I think they'd be far better off being private, so in theory there isn't constant pressure to continue increasing revenue. Once you have market penetration, the only way you're increasing revenue is through customer hostile actions (like increasing the price of the service while decreasing the cost to provide it).