Reuters
Netflix is rolling out a major update that could change how millions of users access shared accounts. The streaming giant now wants individual profiles on shared subscriptions to have their own unique email addresses, giving profile owners more independence while raising fresh questions about privacy and account sharing.The change, which began rolling out on June 15, 2026, allows each profile on a Netflix account to be linked to a separate email address. Until now, all profiles under a subscription were tied to the primary account holder’s email, making it difficult for other users to manage sign-ins and account settings on their own.With the new system, profile owners can receive their own sign-in verification codes, making it easier to log into Netflix on new devices without relying on the main account holder. Users will also be able to manage personal preferences, including subtitle languages, audio settings, and other profile-specific options.Netflix says the update is intended to provide a more personalized experience. Recommendations will continue to be based on individual viewing history, while the addition of a dedicated email address will help users manage their profiles independently.Subscribers can add an email address by navigating to the “Profile Settings” section or by following a link provided in a notification email sent by Netflix.However, the update has triggered mixed reactions online. While some users see it as a convenient feature, others have expressed concerns about privacy and the amount of personal information Netflix collects. According to the company’s privacy policy, email addresses may be shared with marketing and advertising partners, and users may receive promotional messages unless they choose to unsubscribe.Netflix also clarified that if a household member links their email address to a profile, they will retain access to that profile and its associated personal information.At the same time, reports claiming Netflix will require multifactor authentication for all subscribers starting July 7 have been dismissed. According to Ars Technica, the authentication requirement applies only to business partner accounts and will not affect regular Netflix users.The latest move comes as Netflix continues to reshape account-sharing rules following its high-profile password-sharing crackdown that began in 2023. By giving profiles their own login identities, the company appears to be taking another step toward tighter account management while offering users greater control over their viewing experience.(You can now subscribe to our Economic Times WhatsApp channel)
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(You can now subscribe to our Economic Times WhatsApp channel)
netflix shared accountsnetflix profile email updatenetflix login changes 2026netflix account sharing rulesnetflix profile settingsnetflix password sharing bannetflix email verification
