Protocol reported yesterday:

Following Netflix’s announcement that it wants to monetize the long-tolerated practice of people sharing their passwords, it looks like Disney+ may be getting ready to do the same.

Disney recently sent out a questionnaire to subscribers in Spain, asking them why they are sharing their Disney+ passwords with people outside of their own household. The survey was first posted to Twitter, and subsequently written up by the Spanish tech news site Genbeta. 

Password sharing has emerged as a hot button issue, in large part because charging for it reframes a fundamental change in the long-standing “understanding” between streamer and customer that password sharing was permitted. That makes it one of the thornier problems for Netflix and Disney+ to solve as questions about the streaming business from investors - both fair and unfair - emerge.

So, the question is why are both market leaders picking this risky battle with consumers now? And what do the answers tell us about how each company is positioned for the future?