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Does a promo code limit mean plays or buys?

The promo code limits apply to purchasing, not playing of content.

So a promo code with a limit of 1 with free access for a three day rental, means that only one viewer can use the code and would then be able to access the content for the three days without having to buy. At the end of those three days their access would expire, similar to as if they had purchased it.

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