Netflix subscribers are noticing a difference in their streaming service. For the first time, the company has started to enforce its policy of one stream per account rather than amiably allowing the practice of multiple simultaneous streams.

Previously customers were able to share one $7.99 per month unlimited streaming account among two or even three family members, allowing different people to watch different programs at the same time. Users say they occasionally were served a pop-up warning message in the past. But now households that try to watch more than one program simultaneously will get an error message and be unable to complete the request.

The enforcement coincides with the Sept. 1 subscription price increases, although there is no reason to believe the two actions are related.

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