Netflix launched an account transfer feature to help encourage members of existing subscriber households to establish their own subscriptions or household accounts after they establish their own households.
Subscribers were notified of the feature and its attributes by email when it became available in late October. “Profile Transfer (is) a feature that lets people using your account transfer a profile — keeping the personalized recommendations, viewing history, My List, saved games, and other settings — when they start their own membership.”
Read the Netflix announcement: With Profile Transfer, Keep Your Netflix Experience A Constant Even In Times Of Change
Why it matters
It’s a feature well executed, not unlike the process of migrating to a new computer. Instead of establishing settings and re-registering from scratch, they just transfer over.
Netflix has been waging an ongoing campaign, intended to simultaneously discourage account sharing by charging a household for sharing, and to encourage new accounts by enabling household members to ‘graduate’ to them when they have their own households.
The campaign began earlier in 2022 when Netflix began testing account sharing charges in selected Latin America markets.
Netflix has released no figures to indicate how successful these programs have been, but as they say in America, “when guns are outlawed, only outlaws will have guns.”