- Netflix now lets you transfer your recommendations, viewing history, My List, and game saves to a new account with Profile Transfer.
- This new feature will guide customers through creating a new Netflix account from an existing profile when Netflix blocks households.
- Netflix reported a first-quarter subscriber loss in April for the first time in over a decade.
- Customers in Chile, Costa Rica, and Peru, where Netflix is testing its service, can pay extra to share their accounts with two non-family members.
Profile Transfer is a new Netflix feature that lets you take your recommendations, viewing history, My List, and game saves with you to a new account.
Moving your Netflix account
When a user’s living situation changes and they no longer want to share an account with a roommate or family member, Netflix is advertising this as a simple way to switch to a new account. a Netflix of press release says:
“It’s common for people to change residences. Families expand over time. Sometimes people just stop being friends with each other. While other aspects of your life may be shifting, your Netflix experience shouldn’t have to. When someone who has been using your account creates their own membership, they will be able to take their previous profile with them, including their recommendations, viewing history, My List, saved games, and other settings”.
Given the company’s stated intention to crack down on account sharing, it’s not hard to infer that Profile Transfer serves some other purpose, as pointed out by The Verge. When Netflix starts blocking access to subscribers who share the same household, this feature will walk users through the steps of creating a new account from an existing profile.
In April, Netflix announced that, for the first time in more than a decade, it had lost subscribers in the first quarter of the year. According to Netflix, they lost 200,000 subscribers in the first quarter and anticipate losing another 2 million in the second quarter.
Netflix attributes some of its subscriber loss to account sharing, estimating that 222 million paying households are providing access to an additional 100 million households that are not being monetized.
In March, Netflix began a trial where users who allowed others to access their account would be charged an additional fee. Customers in the three countries where Netflix is currently testing its service—Chile, Costa Rica, and Peru—can pay an additional fee and make their accounts shared with two non-family members.
Netflix’s stated goal in launching the test was to “understand the utility of these two features” prior to rolling out the modifications to other regions. Notably, testing of Profile Transfer began in March in the same three countries, and it is now being rolled out to a wider audience. Monetization-focused features are likely to continue to proliferate after its release.