Netflix launches profiles to focus on recommendations

Netflix has introduced a feature that allows everyone in the household to create individual profiles, allowing the movie and television service to better target its recommendations.

The new profile feature, which launches today and will become available to all subscribers in the coming weeks, is designed to address the over-broad recommendations that Netflix delivers when multiple people within a household share one account.

Profiles would set the stage for Netflix’ algorithms to target suggestions based on each individual’s viewing habits, favorite shows and favorite genres. So the subscription service could recommend Joss Whedon’s “Buffy the Vampire Slayer” to the “Dr. Who"-obsessed young teen in the household, while proposing the award-winning Aime series “Mushi-Shi” better suited her big brother.


“Now everyone in your home can have their own Netflix experience built around the TV shows and movies they enjoy,” Chief Product Officer Neil Hunt said in a statement. “No longer will your Netflix suggestions be mixed up with those of your kids, a significant other, roommates or house guests.”


Netflix has been testing these profiles since January.

Each profile can be linked to a different Facebook account, to provide suggestions based on what friends opt to share about their own viewing habits. Profiles can be accessed on most devices that support Netflix, including computers, the PlayStation 3 and Xbox 360 game consoles and Apple’s iPad, iPhone and Apple TV, as well as Internet-connected smartTVs.


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