Finally, Netflix (NASDAQ:NFLX) is taking care of a pesky inconvenience that keeps the streaming service from accurately recommending users to shows or videos they might wish to watch.
The glitch that Netflix is targeting to ameliorate only arises when several different users employ the same Netflix account. However, because this is a common occurrence among households, it is an issue that affects many. Why? Because when the service attempts to recommend entertainment to users on their accounts, Netflix has to take into consideration all the shows that the users on an account watches. That means it is not only considering what you typically watch, but also what, say, your 5-year-old child has been shown to enjoy, as well as anyone else in your household on the account. That is why your recommendations might range from “Sesame Street” to “Pretty Little Liars,” “Desperate Housewives,” or “Entourage.” This is a frustrating nuisance for many, especially those who balk at the idea that they might be interested in something as ridiculous as say, “The Bachelor.” You can thank your teenage daughter for that one.
But now, Netflix’s new service will allow recommendations to be catered directly to the individual viewer each profile serves. According to TechCrunch, Netflix Vice President of Product Innovation Todd Yellin confirmed at the Electric Entertainment Expo that the streaming service will launch separate profiles for users sharing one account — a new innovation that will give each person customized recommendations. The company first revealed its plans back in January, but now a summer deadline is set.
The move is part of Netflix’s push to ensure that users continue their subscriptions and remain interested in the service’s content. The company is pulling out all the stops and working quickly to secure its reigning grip on subscription services as recent evidence illustrates that Hulu and Amazon (NASDAQ:AMZN) are slowly but surely becoming a force to be reckoned with for Netflix.
And the service’s new separate profile launch will not only work to users’ benefits. By giving each user his or her own profile, the company can also more effectively look at user data for individual viewers, helping it discern what people are most interested in. Netflix will now also be able to increase the accuracy of its recommendations, which it hopes will entice current users to resubscribe while also luring in new subscribers.
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