Apple, Google and Amazon would seem to have a big advantage here in doing Family Accounts.
By putting someone "in your family" you at least feel like you're giving them access to a lot of stuff, so you probably don't do it with friends as much. Plus there is some unique tracking by account even if it's just an email address. I never tried it but I would assume I can't be in multiple "families" at the same time on Prime or iStuff.
Whereas if you're just Netflix, and the only reason I use you is to stream Netflix, what is the barrier to handing out my password?
By putting someone "in your family" you at least feel like you're giving them access to a lot of stuff, so you probably don't do it with friends as much. Plus there is some unique tracking by account even if it's just an email address. I never tried it but I would assume I can't be in multiple "families" at the same time on Prime or iStuff.
Whereas if you're just Netflix, and the only reason I use you is to stream Netflix, what is the barrier to handing out my password?