Netflix says its profits have soared in the first three months of this year, partly thanks to a crackdown on password sharing.

The streaming giant said it added 9.3 million customers in the first quarter, bringing its total number of subscribers to almost 270 million.

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The company also said its profits in the first quarter jumped to more than $2.3bn (KSh. 305.9bn).

But the firm will stop reporting key subscriber numbers from next year.

Announcing the decision, the firm said in a letter to shareholders: “In our early days, when we had little revenue or profit, membership growth was a strong indicator of our future potential”.

It added that today, subscriber numbers have become “just one component of our growth”, asking investors to focus on its profits and revenue.

Its revenue for the first quarter rose by nearly 15% year-on-year to $9.37m (KSh. 1.24B)

The firm also credited a “drumbeat” of hits, such as crime drama Griselda.

Some investors saw its unexpected decision to stop reporting subscriber numbers as a sign that Netflix’s wave of customer growth may be coming to an end.

Jamie Lumley of research firm Third Bridge wrote that the decision raises “questions about the growth prospects of Netflix’s subscriber base”.

Other technology giants such as Facebook parent Meta and social media platform X, formerly Twitter, also stopped reporting monthly active user numbers as growth slowed.

Netflix shares were almost 5% lower after the announcement.

“Streaming is a notoriously choppy market, and keeping hold of customer dollars is an uphill climb,” said Sophie Lund-Yates, lead equity analyst at share dealing platform Hargreaves Lansdown.

“One area Netflix has an edge is its original content slate, which is known to be an excellent retention tool when compared to repurposed shows and films.”

Netflix last raised the price of its popular “standard” plan in 2022.

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