Viaplay, the streaming service, has implemented a new operational model that tightens account usage conditions, making it harder to share login credentials outside of a household. This change is expected to reduce the practice where multiple households use a single account, a common scenario among sports enthusiasts looking to save on subscription costs by sharing access with friends.

Under the new policy, a Viaplay user must designate one device as the 'primary device.' This primary device can include smart TVs, Apple TVs, gaming consoles, and operator entertainment boxes. This creates a 'Viaplay household,' which essentially refers to the internet connection to which the primary device is connected. All devices linked to the same network automatically belong to the same Viaplay household, allowing users to watch the same sports broadcast on multiple devices as long as they are connected to the same internet.

The implications of this change may significantly affect users accustomed to account sharing as a cost-saving measure. By enforcing stricter access protocols, Viaplay aims to enhance its revenue by ensuring that each account is used in compliance with its intended use scope, thereby potentially limiting the number of active subscribers who can share an account between different households.