Netflix users now need a unique email address for each profile: Here's how it will work

Netflix has introduced a new sign-in requirement that changes how millions of subscribers access their profiles, with every non-child profile on an account now needing its own unique email address.

The update, which began rolling out on June 15 and is now a permanent part of the streaming service, affects users who access Netflix through another subscriber's account, including add-on members. A Netflix spokesperson confirmed the change, which is intended to give each profile its own login credentials.

In recent weeks, some users have reported seeing a prompt asking them to "add an email address to your profile" before they can continue using the service. According to Ars Technica, the requirement does not apply to profiles created for children.

Why Netflix is making the change

The revised sign-in process gives each user an individual set of login credentials rather than relying on the account owner's details. This could simplify access for add-on members by allowing them to manage their own passwords, sign in on new devices and use security features such as two-factor authentication without depending on the primary account holder.

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The change also enables users to personalise their experience independently. Language preferences, audio settings and display options can now be managed on a profile-by-profile basis, making it easier for multiple people sharing the same subscription to tailor Netflix to their own viewing habits.

The move follows Netflix's wider efforts over recent years to reshape account sharing after introducing paid sharing options in several markets. While the latest update does not change subscription plans, it further separates individual profiles within a shared account.

Users raise concerns over privacy and convenience

Not everyone has welcomed the new requirement. Some subscribers have questioned the need for separate email addresses, particularly in households where multiple family members use different profiles on the same television or streaming device. For these users, a shared login was often sufficient, making the additional step feel unnecessary.

Others have expressed concerns about privacy. Netflix's privacy policy states that users' email addresses may be shared with marketing and advertising partners, prompting some customers to question why additional personal information is required for profiles that previously functioned without individual email addresses.

The update has also sparked discussion on social media, where users have shared screenshots of the new sign-in prompt and debated whether the benefits outweigh the added complexity.

Although the change may make it easier for individual users to manage their own accounts and security settings, it also represents another shift in how Netflix approaches shared subscriptions. As the company continues refining its account management policies, subscribers may need to adapt to a more personalised, but also more tightly managed, viewing experience.