Entertainment Streaming Netflix Bad news: Netflix now wants every single profile in your house to have its own email login News By Alyse Stanley published 27 June 2026 Netflix quietly updates how shared accounts work When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works . (Image credit: Netflix; Shutterstock) Copy link Facebook X Reddit Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter If you thought Netflix’s password-sharing crackdown a few years ago was bad, you’re about to be even more pissed off. Netflix is rolling out an update that requires every profile under your shared household account to have its own unique email. Over the last few weeks, Netflix subscribers have been prompted to add an email address directly to their profile instead of just using the primary account’s email, according to multiple reports on Reddit . It’s part of a permanent change that started rolling out on June 15, a Netflix spokesperson confirmed to Ars Technica . We’ve reached out for clarification, and will update once we hear back. For context, Netflix lets you have up to five different user profiles in the same account so that each user can have different recommendations tailored to their tastes. Until now, one email and password controlled the account regardless of how many profiles were on it. Latest Videos From Watch full video here: That’s appears to be changing as Netflix tightens guardrails to keep subscribers from sharing their accounts across multiple households. Now, a screen pops up informing subscribers of “personalized new ways to enjoy Netflix” along with a prompt to enter their email address. The alert says this makes it easier to log in, recover your account, and get improved personalized suggestions. On paper, this added step makes some sense, since it means you don’t have to bug the owner of the primary email address every time you want to sign in on a new device. Profile owners and account owners can now also set their own language, audio, and display settings separately, Cord Cutters News notes. The other two benefits, though—simplified account recovery and better recommendations—are less convincing, especially since the latter was already available before the change. You may like Netflix is sharing your watch history — take 60 seconds to stop it Netflix plans to show you even more ads soon — wasn’t streaming supposed to save us from cable TV? Netflix reportedly removes useful library sorting features, making it harder to find the movies and TV shows you want to stream next Some users are speculating that assigning email addresses to individual profiles could eventually help the company identify users more precisely — or even make it easier to split them into separate accounts in the future. Critics argue that Netflix doesn’t actually need this information and is instead looking for even more ways to track viewers and bombard them with advertising. Those concerns aren’t entirely unfounded, as Netflix’s privacy policy states that it may share users’ email addresses with marketing and advertising partners. For now, the feature appears to be rolling out gradually. I made a new profile on my Netflix account and wasn’t prompted to tie a new email address to it before streaming the latest movies and shows. Still, given Netflix’s recent push to crack down on account sharing, it’s worth keeping an eye on whether this is simply a helpful quality-of-life feature or another step in how the company manages accounts. Tom’s Guide: Direct to Your Inbox Get instant access to breaking news, the hottest reviews, great deals and helpful tips. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. Follow Tom’s Guide on Google News
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