Netflix launches new ‘Profile Transfer’ feature to help monetize account sharing • TechCrunch


Netflix today announced the launch of “Profile Transfer”, a feature that allows a member of an existing account to switch to a brand new account without rebuilding their profile. This prevents their personal data from being erased like personalized recommendations, viewing history, favorite shows/movies list and other settings which might be annoying to lose and start from scratch.

As the streamer cracks down on account sharing, Netflix likely launched the new profile transfer feature to encourage freeloaders to finally pay for their own accounts.

The feature is rolling out today and subscribers worldwide will be notified via email. Once available, users can go to their profile icon on the Netflix homepage and find the “Profile Transfer” option.

The “Profile transfer” option can also be disabled in the account settings.

“People are moving. Families grow. End of relationship. But throughout these life changes, your Netflix experience should remain the same,” wrote Timi Kosztin, Product Manager, Product Innovation, Netflix, in today’s blog post. “No matter what happens, let your Netflix profile be a constant in a life full of change so you can sit back, relax, and continue watching where you left off.”

The streamer announced that it will be testing password sharing features after experiencing a significant drop in subscriber numbers. In Netflix’s Q1 2022 earnings report, the streamer reported that approximately 100 million households have password freeloaders.

In March, Netflix launched an “additional members” feature in Chile, Costa Rica and Peru, requiring subscribers to pay additional fees for additional people who get rid of their accounts. In July, Netflix began testing an “add a home” feature in Argentina, the Dominican Republic, El Salvador, Guatemala and Honduras.

Today’s announcement comes as the streaming giant suffers a loss of nearly a million subscribers and looks for ways to earn more revenue. Last week, Netflix launched its cheaper, ad-supported tier.

Tech

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