Netflix has stirred up controversy with its recent attempt to prevent account sharing, as details emerged this week that only those living in the same household (at the primary location) would be able to use an account, while others would need their own account or pay an extra fee. The rules were taken down after causing an uproar on social media, with users criticizing the discriminatory nature of the move and predicting that some may resort to pirating shows instead. Companies like Roku Channel saw the situation as a marketing opportunity for their own streaming services. The company confirmed it still plans to roll out its new sharing restrictions by the end of March, but some elements may be altered. Netflix has said that over 100 million households engage in account sharing, which it considers harmful to its business.