Netflix is changing the way user identities are managed on its platform, and some subscribers are seeing new login prompts and extra sign-in steps as a result. Under the update, nearly every profile must be connected to a unique email address, except for kids’ profiles. The change makes profiles function more like individual user accounts. A Netflix spokesperson told Ars Technica that the rollout began on June 15 and is continuing gradually.
Netflix profiles have traditionally been separate viewing spaces under a single subscription, allowing multiple users to share one account without individual login credentials. The company is now moving to a different system in which each profile has its own login. Users with shared profiles are being prompted to add an email address and create separate credentials, making each profile function more like an individual account within Netflix.
The new identity system gives every profile a unique email address, allowing Netflix to authenticate users on an individual basis. This supports independent login management, simplifies cross-device access, and enables account-level security features such as two-factor authentication. User-specific settings, including language and playback preferences, are also preserved at the profile level. The rollout complements Netflix’s broader strategy to strengthen account security and discourage password sharing.
Not everyone is pleased with the change. People who share a TV at home say they’re now being asked to create separate logins for profiles that used to be easy to switch between. For families watching on the same screen, it can feel like an extra step they never really needed.
Some users are also questioning why Netflix needs everyone’s email address. They worry the extra information could be used for more tracking or personalized advertising. Those concerns have grown because Netflix’s privacy policy says email addresses may be shared with marketing and advertising partners.
The change is also frustrating people who weren’t using multiple profiles to share an account. Some created different profiles simply to organize what they watch. One Reddit user said they have separate profiles for movies, documentaries, reality shows, and everyday TV, making it much easier to jump into the type of content they want without digging through everything else.
The new system requires a separate email address for each profile, meaning users who organize content this way must manage multiple logins. As a result, a previously simple workaround has become more complicated.
Separate reports claiming that Netflix plans to make multifactor authentication mandatory for all users have also contributed to the confusion. However, Ars Technica reports that those claims relate to business partner accounts and do not affect regular subscribers.
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