Video streaming website Netflix (NFLX) provides subscribers with movie and TV show recommendations, based on their prior viewing history.
The system, which uses computer algorithms to analyze what content a given account is accessing works well enough when the account holder is a single person. However, when more than one person is using a single account, that tends to muddy the digital waters. So the company is introducing separate account profiles, allowing multiple people who share the same account accumulate distinct viewing histories, Engadget notes.
By segregating individual viewing histories, Netflix can better analyze individual preferences and tailer recommendations to that person.
The multiple profiles are expected to be a hit with families in which parents and children — whose viewing tastes are usually quite different — share the same account.
Multiple account profiles will launch this summer.
Shares of Netflix slipped almost 1% in Wednesday morning trading.