Netflix announced a new feature on Monday called Profile Transfer after months of testing in a few countries around the world. This feature allows users to move their “personalized recommendations, watch history, My List, saved games and other settings” to a new account, the company’s press release said.
There are two reasons this feature exists, only one of which Netflix would probably want you to think about. The first are users who share an account with a roommate, a partner, or their parents, and eventually you break up, but you’re still awkwardly staring at their names every time you log in. Do you quietly change your password and lock them out? Do you call them and tell them to get their own account? Netflix wants to ease that transition so that new solo users don’t start from scratch.
The second reason is that Netflix is doing its utmost to ensure that many people will soon have to have their own Netflix account. Addressing password sharing is one of the company’s key guidelines going forward as it looks for more ways to increase its subscriber base – Netflix estimates that more than 100 million households can access the service through shared accounts.
Netflix estimates that more than 100 million households can access the service through shared accounts
In both cases, Profile Transfer guides you through the process from starting a new Netflix account from an existing profile. The install flow is full of cheery guidelines on how you can now “own your account and keep everything you love about this profile” and leave a backup copy of the profile in the existing account. (There is plenty of opportunity to start this process passive-aggressively for the person you want to remove from your account, just by saying.)
Somehow, if you’re a follower in someone else’s Netflix account, the company will come and get you. But at least the app won’t forget how much you loved you Is it cake? not anymore.