Today, Netflix launched a new feature that allows family members to set up user profiles so that everyone sees their own recommendations and favorites. This allows you to see your horror flicks without seeing the Disney shows your kids want to watch. Netflix used to have a similar feature but removed it in 2008.
The newly revised profiles are designed to sharpen the way Netflix makes recommendations by better excluding content you may not want to see. "The more people watch, the more they retain" the service, Chief Executive Reed Hastings said. Netflix says that the new profiles are much more simple and easy to maintain than the previous iteration.
"With a feature like profiles where consumers invest a lot, you can't take it away," Said Neil Hunt, Netflix's chief product officer. "We didn't want to introduce something that we might have to change or take away. Our intent is to make the family experience great, we've not been too worried with the phenomenon of account sharing,"