Profile Transfer is a new feature that allows users to transfer their settings to a new account.
If you can't or don't want to share an account with someone else in the same household, you can use the feature to switch to a new account. The press release came from it.
People move. Families grow. Relationships end. But throughout these life changes, your Netflix experience should stay the same. Today, we’re launching Profile Transfer, a feature that lets people using your account transfer a profile — keeping the personalized recommendations, viewing history, My List, saved games, and other settings — when they start their own membership.
The company's stated intent to crack down on account sharing makes it easy to guess an ulterior motive for Profile Transfer. The feature guides users through the process of starting a new account from an existing profile, which is what they would be expected to do when the service restricts access to subscribers who share the same household.
In the first quarter of the year, the company lost subscribers for the first time in more than a decade. The company expects to lose two million subscribers in the second quarter.
More than 200 million households are sharing with more than 100 million households that are not being monetized by the service.
Those who share their accounts with people outside of their homes were the first to be tested. Customers can pay an extra fee if they want to share their accounts with two other people.
When the test was launched, the company said it was working to understand the utility of the two features before making changes. Since March, Profile Transfer has been in testing in three countries. Features geared towards monetization are expected to follow.
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