The streaming giant wants to put an end to account sharing. For this, the firm offers recalcitrants to transfer their profile.
This Monday, Netflix announced the arrival of a new feature on its platform. Simply called “Profile Transfer”, the function simply allows you to transfer your entire profile to another account. After full-scale tests in South America, the firm at N rouge is rolling out its update to all of its users.
Divide and rule
Concretely, the transfer allows you to keep your viewing history, your wishlist, and other options. As for the why and how, there are two versions. Officially, Netflix wants to facilitate separations between users. For example: in the case of a separation with his/her partner, the platform now offers this functionality to help the two parties to resume their journey on their own. In order to avoid, in the event of a difficult break, ending up with a blocked profile and lost data.
However, this is no more and no less than a watered down way of saying “the party is over”. Indeed, preventing account sharing has become the workhorse of the platform for a few years. Netflix estimates that around 100 million people use its services through shared IDs. In other words, a considerable shortfall. Note that account sharing does not only concern breakups, but also roommates and other moves from the parental home.
With the proliferation of rival offers, Netflix continues to lose ground. The firm is therefore determined to keep its place at the top of the mountain and intends to use all the means at its disposal. Including additional fees for users who want to maintain their shared account.
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