It’s not a Netflix password crackdown – it’s a profile transfer!

The new feature that allows people to transfer data from their profile to a new account has started rolling out.

In its campaign against password sharing, Netflix has begun rolling out a feature worldwide that allows users to transfer profile data to a new account. In other words, if you’re using a shared account (naughty, naughty) that contains your profile, with its extensive viewing history and saved settings, profile transfer lets you move that data to a new account – one that you pay for.

Profile transfer rollout will begin on Monday and account holders will be notified via email when the feature is available.

“People move. families grow. relationships end. But during these life changes, your Netflix experience should remain the same,” reads Netflix’s blog post announcing the feature. “Today we’re introducing Profile Transfer, a feature that allows people using your account to transfer a profile — while retaining personalized recommendations, viewing history, My List, saved games, and other settings — when they start their own membership .”

The feature can be selected on a user’s profile page via the dropdown menu found by hovering over the profile icon. Once selected, Netflix will instruct the user to create a new profile with their own associated email address and password. Account holders also have the option to turn off profile sharing in their account settings.

Netflix has spent the last year testing features that restrict password sharing, where account holders share a Netflix password with multiple people. The practice violates clauses in the streamer’s terms of service that state accounts can only be used by people who belong to the same household, and the streamer estimates that over 100 million non-paying households use shared passwords to access their content.

In March, the streamer launched a feature in Chile, Costa Rica and Peru that allows members to share accounts with people outside of their household for an additional fee. This test also allowed users to transfer profiles to separate or “additional member” accounts. A separate trial was launched in five other Latin American countries this August, allowing account holders to add different households to their account for a lower price than a full membership.

Netflix’s move to stop sharing passwords follows several setbacks from the streamer, which lost around 1.2 million subscribers in the first two quarters of 2022. The loss of subscribers led to declining inventories and several rounds of layoffs in several departments. Recent research by Moffett Nathanson showed that the streamer had largely exhausted its potential subscriber base in the US market.

Netflix made the announcement on Oct. 17, a day before it announced its third-quarter 2022 results after the market close.

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Lindsay Lowe

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