In a move that has left subscribers both bewildered and outraged, Netflix announced a new policy that will charge users an additional fee if their “breathing patterns exceed the acceptable level” during streaming sessions. CEO Ted Sarandos confirmed the change at a press event on Tuesday, citing the need to “remain competitive” and “find new revenue streams in a challenging market.”
Dubbed the “Enhanced User Engagement Fee,” the surcharge will be calculated using Netflix’s updated algorithms, which can detect the pace and intensity of a viewer’s breathing through a device’s microphone. According to Sarandos, “Viewers who get too involved in a series or movie tend to breathe harder, sometimes even gasp, which contributes to increased engagement and therefore, more bandwidth usage.”
Reaction online was swift and scathing. Social media platforms were flooded with memes and criticism, many accusing Netflix of taking the joke of monetizing every aspect of the user experience to the next level. Longtime subscriber Lena Cortez tweeted, “Can I rip ass? Or is that another $3?”
Analysts note this change could risk driving users to competitors. “Streaming is an increasingly cutthroat industry,” said media analyst Julian Hart. “But even with the pressures, this move is shockingly tone-deaf.”
In response to the backlash, Netflix issued a statement clarifying that the “breathing fee” would be nominal and apply only under “high-intensity viewing circumstances.” For now, subscribers are left wondering just how costly an emotional reaction might become in the binge-watching era.
