Netflix is launching a new feature worldwide this week that will allow users to transfer all of their personalized viewing data to a new account. Streaming advertises this feature as a way to keep your information even if you leave the original account owner.
“People move. Families grow. Relationships end. But throughout these life changes, your Netflix experience should stay the same,” wrote Netflix Product Manager Timi Kosztin on his blog.
The feature comes at a time when Netflix would love for some of its subscribers to split their profiles into new accounts. The streaming service has seen its growth slow amid strong competition from HBO Max and Disney+.
Netflix blames some of its woes on subscribers sharing their account passwords with friends and family. The company estimates that about 100 million households use shared accounts. Netflix plans to tackle this in 2023 and early 2022 started testing several ways to do it in Latin America.
As part of these tests, Netflix tried to give people in Chile, Costa Rica, and Peru the ability to transfer their profile data to a new account. According to a spokesperson for the company, it was a hit with audiences, and as a result, Netflix is now making the feature available worldwide. Until now, new account holders lost all access to their personalized data from previously provided accounts, including browsing history and offers.
From November 2022 Netflix plans to launch an ad-supported subscription for $7/month (but not in Ukraine yet).