Netflix is changing how user identities work on its platform, and for many subscribers, the move is showing up in the form of unexpected login prompts and extra steps at sign-in.
The company has begun requiring almost every profile on an account to be tied to a unique email address, with an exception for kids' profiles, turning what used to be simple profile slots into something closer to individual user accounts. A Netflix spokesperson told Ars Technica the update started rolling out on June 15 and is reaching more users over time.
For years, Netflix profiles were just simple slots under a single subscription. Households could create multiple profiles without separate credentials, making it easy to switch between viewers on the same device or share access informally. Now that model is being phased out in favor of a setup where each profile has its own login. In practice, users who used to log in through a shared profile are now being asked to add an email and set up a separate login, after which the profile works more like a separate account within Netflix's system.
Requiring a unique email for each profile lets Netflix link access to individual users. That gives people control over their own login details, makes it easier to sign in on other devices, and supports features like two-factor authentication. It also keeps settings such as language and playback preferences tied to each user instead of the main account holder. The change aligns with Netflix's ongoing effort to curb password sharing by tightening who can use each subscription.
