Read this Wednesday’s edition of the FolhaMercado newsletter (24) – 05/24/2023 – Market

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Netflix starts charging shared accounts

Netflix began sending emails warning subscribers who share access with people who live in other homes that the practice is not allowed.

“Your Netflix account is for you and the people who live with you,” says the streaming leader.

The company guarantees that access works normally on trips and also offers the account holder two options in the email:

• A step-by-step guide to deleting connected devices from people who don’t live in the same household.

• Pay the additional BRL 12.90 per month for each person who lives in another household (the option is not valid for the plan with advertisements).

These extra subscribers, however, do not have some features of the holder’s account, being limited to having only one profile, watching on one device at a time, among others.

How will it work: the company said it uses information such as IP addresses, device IDs and account activity to determine whether a device is in the main house or not. It claims not to collect GPS data.

• The company also explains how to define or change the “Netflix residence”, the main account access location, from access on a TV.

The novelty was expected for the first quarter, but Netflix decided to delay after seeing a “cancellation reaction” in countries where it was implemented.

Which explains: charging for shared accounts was one of the alternatives announced by the streaming pioneer last year to boost revenue amid the loss of subscribers.

• After six months of the novelty, the company said that more than 5 million of users use the version with ads and that 25% of new subscribers adopt the plan.

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Chamber approves basic text of the framework

The Chamber of Deputies approved the basic text of the new fiscal framework on Tuesday night, with an expressive score of 372 votes to 108 – 257 votes were needed.

Even if the approved text is seen as more restrictive for spending than the proposal forwarded by the government, the approval can be considered a victory for the Planalto after a recent defeat in Congress.

• The proposal still depends on a vote of highlights (changes in the text) in the House and needs to go through the Senate.

Understand: the new fiscal rule that will replace the spending ceiling has a main structure: the forecast that the growth in expenses will be limited to 70% of the increase in revenue recorded in the 12 months until June of the previous year, after discounting inflation.

• There is, however, a floor of 0.6% and a ceiling of 2.5% for the real increase in expenses.

• The plan outlined foresees zeroing out the deficit (income less than expenses) by 2024 and generating a surplus (income greater than expenses) of 1% of GDP by 2026.

• If the target is not met, the proportion of increased expenses in relation to revenue drops to 50%, until the trajectory of results within expectations is resumed.

• Understand the new rule and see the full text approved by the Chamber here.

The rapporteur’s changesDeputy Cláudio Cajado (PP-BA):

• Triggers: if the primary goal is exceeded, adjustments in expenses are triggered, such as the prohibition of public tenders and raises for civil servants.

• Out of exceptions: expenses with Fundeb, with contributions in non-financial state-owned companies and transfers to states and municipalities to pay for the nursing floor are among the items that count towards the limit of the framework.

• Space for 2024: after an agreement, the spending limit for next year will consider the rule of 70% of the increase in revenues in 12 months until June 2023, but the government may increase it to up to 2.5% if the revenue comes higher than estimated.

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After selling Aesop, Natura&Co wants to integrate Avon

After selling the Australian brand Aesop for US$ 2.5 billion (R$ 12.4 billion) to L’Oréal to have debt relief, now Natura&Co will prioritize the integration of Avon with Natura.

Understand: The American brand, which is over 130 years old, was purchased for around BRL 2 billion in 2020 and has since gone through a reinforcement of communication and adaptation of the portfolio to strengthen the brand in Latin America.

Nowthe objective is to integrate Avon into the group’s main brand, with a focus on resellers.

• Representative calls in the case of Avon and consultants at Natura will now have the same name: beauty consultants.

• They will have a single registration and will be able to register product orders in the same application, also receiving the order in a single shipment.

• Natura&Co Pay, the payment solutions business for resellers, will be expanded and should gain a new name.

The goal is that the overlap (consultants selling both brands) exceeds 70% in a few months – today it is 30% in Latin America.

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Hurb’s plan to secure packages

Hurb presented the government this Monday with its restructuring plan for travel packages that have not yet been fulfilled by the platform.

The company reaffirmed in a note that customers who bought the packages will travel and that more than 87% of the questions in its communication channels have been resolved, as well as the complaints in Reclame Aqui.

Hurb also mentions that the restructuring plan is divided into four stages: analysis and categorization of open protocols, prioritization of demands, resolution of cases and implementation of new measures to ensure transparency in communication with the customer.

Remember: Hurb’s crisis was aggravated last month, when the startup’s then CEO, João Ricardo Mendes, cursed and threatened customers on social networks. He resigned from office after the episode.

• The company has a flexible ticket model, with super promotional offers that do not work with exact dates, but periods in which the trip can be made.

Just last month, the Sheet heard from customers who had problems with travel packages purchased from the company and are trying to recover the money in court.

• Among the complaints are reservations that were not made at hotels and refund attempts without response.