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Thursday, August 01, 2013, 06:13 am PT (09:13 am ET)

Netflix launches multi-user accounts on iOS, Apple TV, other platforms

Netflix on Thursday rolled out a long-awaited feature to its iOS and Apple TV apps, allowing subscribers to maintain separate profiles for individual users sharing one account.

Netflix

Netflix's new multi-user profile feature, as seen on Sony PlayStation 3, is also available for Apple TV and iOS.


Subscribers will be able to add up to five profiles for each account they own. Profiles will receive unique personalized suggestions based on viewing habits and ratings.

More importantly, those individual accounts will each have their own Instant Queue and Recently Watched lists. For example, parents will no longer have to share a queue with their children, or even spouses with each other, if they so choose.

Each personal profile can also be attached to a different Facebook account, allowing for personalized suggestions from that individual's friends on the social networking site.

Netflix has promised that the new user profiles will roll out to iPad, iPhone and Apple TV "over the next few days." Other devices set to receive support in the immediate future are Sony's PlayStation 3, Microsoft's Xbox 360, and newer Smart TV and Blu-ray players. Support for Nintendo Wii and Android has been promised to arrive "soon."

User profiles first began appearing on the Apple TV set-top box earlier this week as part of a test run. That roll-out coincidentally happened after the launch of a new Apple TV software beta, leading some to incorrectly assume the two were related. Current Apple TV owners will receive the feature without needing to run a pre-release beta.

Competition in the mobile streaming space is heating up, with Google's newly released $35 Chromecast dongle offering users the ability to stream content from an iPhone or Android device directly to their TV. While less fully featured than the Apple TV, the device is available at about a third of the price.

The price of a refurbished Apple TV direct from Apple also hit a new low this week, and is now available for just $75, knocking 25 percent off the cost of a new model. A new Apple TV software update, expected to arrive this fall, will also give users the ability to purchase music directly from the device.