As part of its ongoing effort to combat password sharing, Netflix has introduced the option to transfer user profiles to new accounts.
The new feature, titled Profile Transfer, allows you to move your viewing history, watchlist and personalized recommendations to a different Netflix account if you are moving from your current home.
“People move. Families grow. Relationships end. But throughout these life changes, your Netflix experience should remain the same,” Netflix said in a statement. declaration (opens in new tab) announcing the feature.
The streaming service was testing Profile Transfer in South America, but the feature has now (on October 17) started rolling out to subscribers in the US and UK.
You will be notified by email once the option is available in your account, when you will need to launch Netflix, hover over your profile icon in the drop-down menu, and follow the onscreen instructions.
On the face of it, this is a useful move for anyone who is regularly forced to look away from an ex-partner’s profile when logging into Netflix. But as we mentioned above, Profile Transfer is really just another way Netflix plans to crack down on account sharers.
Company executives estimate that there are more than 100 million non-paying Netflix users worldwide, with more than 30 million in the US and Canada alone. By giving these ‘customers’ the option to transfer their user profiles to new accounts, Netflix will at least encourage any these individuals to open their own accounts.
It’s not the only change
Profile Transfer is the latest in a steady stream of recent Netflix updates that have been introduced to increase streamer revenue. In July, Netflix began testing an “add a home” surcharge that allows bill-paying customers to add entire families — rather than individual users — to their existing monthly subscriptions for a small fee.
A similar, members-specific surcharge was also tested earlier this year, and Netflix has also sporadically experimented with verification emails to confirm users’ identities.
All of the above came as precursors to the streamer’s boldest revenue-generating move: the introduction of an ad-supported subscription tier. Netflix has confirmed that this cheapest Netflix plan – set to cost $6.99 / £4.99 / AU$6.99 per month – will launch in the US, UK and Australia on November 3, offering subscribers a more affordable way to watch Netflix at the expense of watching four to five minutes of ads an hour.