Netflix has rolled out a major update to its sign-in system, requiring every user profile on the streaming platform to be linked to a unique email address. The new rule, which came into effect on June 15, 2026, changes the way subscribers access their profiles by giving each user individual login credentials instead of relying solely on the primary account holder.

According to the updated system, every profile—except children’s profiles—must now have its own email address. Many subscribers have recently reported receiving a prompt asking them to “add an email address to your profile” before they could continue using the service. Netflix says the change is designed to improve account security, simplify profile management and offer a more personalized streaming experience.

Under the new sign-in process, each profile owner can independently manage their login information, reset passwords, sign in on new devices and enable two-factor authentication without depending on the primary account holder. Users will also have greater control over individual preferences such as language settings, audio options and display configurations.

Netflix believes the update will make shared subscriptions and add-on member accounts easier to manage. By assigning unique login credentials to every profile, the platform aims to provide greater flexibility while maintaining stronger security across multiple users sharing the same subscription.

However, the update has also sparked criticism among subscribers. Some users argue that the new requirement could make it less convenient for families who use multiple profiles on a shared television or household device. Others have questioned why every profile now requires a separate email address, raising concerns about privacy and personal data collection.

The discussion has intensified after users pointed to Netflix’s privacy policy, which states that email addresses may be shared with marketing and advertising partners under certain circumstances. While this has led to privacy concerns among some subscribers, Netflix has confirmed that the unique email requirement is now a permanent part of its sign-in system and will continue to apply to eligible user profiles going forward.