Netflix requires email for every profile

Netflix is ​​changing the way user authentication works on its platform, and for many subscribers, this move is showing up in the form of unexpected login prompts and extra steps when signing in.

The company has begun requiring almost every profile on an account to be linked to a unique email address, with the exception of children's profiles, transforming old profiles into something closer to individual user accounts. A Netflix spokesperson told Ars Technica that the update began rolling out on June 15th and will reach more users over time.

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For years, Netflix profiles were simply “places” under a single subscription. A single subscription could create multiple profiles without separate credentials, making it easy to switch between viewers on the same device or informally share access. Now, that model is being phased out with a setup where each profile will have its own login details. In effect, users who used to log in via a shared profile will now have to add an email and set up a separate login, after which the profile will function more like a separate account in the Netflix system.

Requiring a unique email for each profile will allow Netflix to link access to individual users. This gives users control over their login details, makes it easier to sign in on other devices, and supports features like two-factor authentication. It also keeps settings like language and playback preferences tied to each user instead of the primary account holder. The change aligns with Netflix’s ongoing effort to limit password sharing by tightening who can use each subscription.

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Of course, not everyone is happy with the change. Some who use shared devices say they are confused by the prompts to create separate logins for profiles. The extra step can seem unnecessary when multiple people are using Netflix from the same screen.

There is also skepticism about why the additional data is needed. Some users argue that requiring email addresses creates more opportunities for tracking and targeted advertising. Netflix’s privacy policy notes that email addresses may be shared with marketing and advertising partners, which reinforces these concerns.

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