If you’ve been using a proxy to watch Netflix’s catalog in other countries, sorry: The free-for-all is over
The company says that in the coming weeks, it will change its treatment of VPNs or proxies — sometimes referred to as “unblockers” — that keep the company from tracking where viewers really are.
Proxies act like middle men between Netflix and the person clicking play. They can make it seem like you’re in a different country, which lets you watch shows unavailable to Netflix users in your region.
Thursday’s move is one side effect of Netflix’s expansion into 130 countries last week, and it underscores how the company’s agenda sometimes runs into awkward gaps.
Netflix is the first and biggest content-rights buyer asking to play video in every territory at the same time. Ted Sarandos, the company’s head of content, noted last month that studios’ licensing operations aren’t even structured to handle that request.