Netflix has introduced a controversial rule change requiring each user profile on an account to provide its own email address, sparking widespread anger among subscribers. Previously, users could have up to five profiles under a single email and password. Now, each profile must be linked to a unique email, or it cannot be used.
Users Fear Tracking and Unwanted Advertising
Many users have expressed concerns that the change will allow Netflix to individually track their viewing habits and target them with unwanted advertising, according to news.com.au. One user commented: "Companies keep making everything worse. It sucks. It doesn't matter the industry. Everything is in decline." Another speculated: "I wonder if they'll use the data to up the prices depending on how many emails are attached to one account?"
Netflix's Justification for the Change
Netflix stated that the new policy enables "easier sign-in access, to recover your account, get personalised suggestions, and more." However, users remain skeptical, viewing it as another step toward monetizing user data and restricting sharing.
Impact on Multi-Profile Users
One user who uses multiple profiles for different interests expressed frustration: "I am the only one that uses my Netflix so I created each profile to be for certain types of shows. I have a main one for the shows that are my general [TV], some faves to rewatch. Then I have one for movies, documentaries, reality/competition shows etc. It works great to organise and help if [I] am in a mood for, say, a documentary, [I] don't have to scroll through all the other styles of shows."
Loyal Customers Feel Punished
Another angry user accused Netflix of actively making the service worse: "They're so worried about people not paying that they punish paying loyal customers. It's insane." This sentiment echoes past backlash when Netflix banned password sharing outside the household in 2023, a move that ultimately earned millions of new subscribers by pushing users toward the extra member option at a small cost.
