Netflix has cut prices in 30 countries — the U.S. not among them — as customers reevaluate whether they keep the service amidst new password-sharing restrictions in a more competitive streaming market that has generally seen rates increase. The reductions only apply to some tiers, in some cases reducing prices by as much as 50 percent. Affected territories reportedly include Nicaragua, Ecuador and Venezuela in Latin America. In Europe, rate reductions will be available in Bulgaria, Croatia and Slovenia. Parts of Asia — including Indonesia, Malaysia, the Phillippines and Thailand — will also see price reductions.

Middle Eastern countries such as Iran, Jordan, Libya and Yemen stand to benefit, as does Kenya, in sub-Saharan Africa. Although a Netflix spokesperson declined to confirm the regions involved, they were reported in The Wall Street Journal.

In recent months, Netflix leadership was discussing raising, not reducing, prices. Company co-CEO Greg Peters told investors the firm would be looking for ways to increase revenue to fund its content investments. He also cited an opportunity to add new customers in areas where Netflix doesn’t currently have a large customer base — something reduced subscription rates may help.

“Netflix’s price changes are a sign that big streamers are still grappling with what pricing will deliver the best combination of subscriber growth and revenue abroad,” WSJ writes, explaining consumers are being courted to pay for local cable providers as well as regional streaming services and large global platforms.

Impact players like The Walt Disney Company’s Disney+, Warner Bros. Discovery’s HBO Max and Paramount Global’s Paramount+ are all looking overseas for growth.

“Netflix has lowered the price of its service in the past, particularly when it faced tough competition or wanted to add users faster,” WSJ reports, noting that “it cut the price of subscriptions in India in 2021, after initially targeting more affluent users there with pricey plans.”

The move “comes just weeks after Netflix announced its plans to make more money off of password-sharing subscribers in Canada, New Zealand, Portugal, and Spain,” explains The Verge of new rules requiring extended-household members to pay a little extra for their subscription.

“It definitely goes against the recent trends not just for Netflix, but for the broader streaming industry,” UBS Group AG media and entertainment analyst John Hodulik said to WSJ regarding the price cuts, noting some of them, on a percentage basis, “are substantial.”