Which is to say, it's a ploy to force more subscriptions for use-cases that previously didn't need them.
Example: you go over your friend's place once a week for movie night. They don't have Netflix, but no problem - you can take your Netflix with you!
Well, now you can't. The hope from Netflix being that this will force said friend to cave and buy a subscription so you can continue doing movie night at theirs.
Just your standard corpo greed.