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Netflix Bows Personalized Profiles

1 Aug, 2013 By: Erik Gruenwedel

Netflix "Profiles" recomendation software

SVOD’s vaunted recommendation software no longer linked to primary account holder

Netflix Aug. 1 formally launched new software that allows individual users on an account to receive specific movie and TV show rental recommendations.

Dubbed “Profiles,” the feature enables users to create up to five separate profiles on a single Netflix subscription. Previously, recommendations for movies and TV shows were based on the primary account holder.

"We continually innovate and are proud to deliver an even better, more personal Netflix experience," Netflix chief product officer Neil Hunt, said in a statement. “No longer will your Netflix suggestions be mixed up with those of your kids, a significant other, roommates or house guests."

Each profile can also be (voluntarily) connected to a different Facebook account, providing friends-based suggestions and further personalizing.

“Profiles” also makes it easier for children to enter Netflix Kids, an area with titles appropriate for those 12 and younger.

The software will be available to all members within two weeks. New members can add profiles for each member of their family while signing up for Netflix, and existing members can create additional profiles at any time on the Netflix website.

“Profiles” can be accessed on most devices that support Netflix, including the PlayStation 3, Xbox 360, iPad, iPhone, Apple TV and most smart TVs. Additional devices will be added during the coming months.

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