The New York Times Co. (NYSE:NYT) is leveraging a “carrot” approach to monetization, using premium Family Plans to drive growth while avoiding the aggressive password-sharing crackdowns that recently triggered public backlash against Netflix Inc. (NASDAQ:NFLX).
The Carrot Vs. The Stick
While Netflix opted for a “stick” approach—systematically blocking unauthorized users and requiring device verification—The New York Times is focusing on voluntary incentives.
During the company’s fourth-quarter 2025 earnings call, CEO Meredith Kopit Levien described the “Family Plan” as a strategic alternative to forced lockouts.
“That’s almost like the carrot version of password sharing,” Levien noted, explaining that the plan allows subscribers to bring others into the ecosystem under a premium-priced model.
This strategy is designed to “induce people to have a favorable view of subscriptions” rather than “nickeling and diming” the audience.
Driving Engagement And Revenue
The NYT model treats sharing as a tool …