Netflix freeloaders are apparently a common species.

Almost one in three households in which the video service is used does so with the password of paying customers, thereby saving themselves the fees.

This is what Netflix revealed when it presented disappointing quarterly results.

In the past, the company has tolerated this since subscriber numbers were already growing rapidly, and eventually free users helped get Netflix shows into the conversation.

But now that growth has come to an abrupt halt, Netflix is ​​no longer willing to afford the luxury and is testing concepts to curb the free consumption of its content.

And that's just one of two amazing strategy shifts Netflix is ​​now being forced to make.

The company, which has always boasted that it doesn't offer its audience commercial breaks, unlike traditional TV channels, is now planning a cheaper subscription with commercials.

Both steps seem like acts of desperation.

The pioneer in the streaming market has to realize that he has reached a saturation point and can no longer belittle the increasing competition.

He has become driven.