Netflix changes sign-in rules for shared profiles: What users need to know

Netflix has started rolling out a permanent sign-in update that lets most users on shared subscriptions link their own email address to individual profiles, giving them greater control over access and profile settings.The change, which Netflix said began rolling out on June 15, 2026, applies to most profiles on a subscription, except those designated as children's profiles. Until now, all profiles under a shared account relied on the primary account holder's email address.With the update, each profile owner can use a separate email address while remaining part of the same household subscription. This allows users to receive their own sign-in verification codes, making it easier to log in on new devices and manage login credentials without depending on the account owner.The new system also enables profile-specific management of settings such as subtitle language, audio preferences and display options. Netflix said viewing recommendations will continue to be based on each profile's watch history, while linking a dedicated email address will further personalise the experience.Subscribers can add an email address through the "Profile Settings" section or by using the link included in a notification email sent by Netflix. A Netflix spokesperson told Ars Technica that the sign-in update is a permanent change that started rolling out on June 15, 2026.The rollout has received mixed reactions. Some users welcomed the ability to manage their own profiles independently, while others questioned why an additional email address is now required.Privacy has also emerged as a concern for some users. Netflix's privacy policy states that users' email addresses may be shared with marketing and advertising companies. Users who link an email address may also receive promotional emails from Netflix, although they can opt out of marketing communications.Netflix also said that if a household member links an email address to a profile, that user will retain access to the profile and the personal information associated with it.Reports claiming Netflix will introduce mandatory multi-factor authentication for all subscribers from July 7 were dismissed. According to Ars Technica, the authentication requirement applies only to business partner accounts and will not affect regular consumer subscribers.The latest update follows Netflix's password-sharing restrictions introduced in 2023, marking another change in how the company manages shared accounts and profile access.