Why are smart TVs and streaming apps more and more obsessed with having individual user profiles? People generally watch TV on a large TV screen on a couch in a family room—implying they aren’t watching shows solo. The profiles should be moreso “modes” not users (sort of like the concept of Jobs-to-Be-Done instead of Personas)

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A lot of people hack this deeming one individual person in the household as the one for tracking shows, while their partner/spouse/family goes along with it. They also make a “kid” account which really should just be a mode, especially when the kids are a little older (like age 8–13) and the parents are going to watch family stuff with the kids as a group.

Doing these hacks require spending 20 minutes setting preferences. People just want to watch TV with their family without needing to watch a 20-minute “tips and tricks” tutorial on YouTube.

The real solution area is to acknowledge that watching TV can often be a group activity, not a solitary activity like using a phone or a laptop. So stop designing it like a phone or a laptop with individual users! A couch fits more than one person.

This means solutions such as avatars that show images of groups not just one person, and terminology that implies a group. Or just start over and totally rethink the concept of “users” and make it simpler.

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I assume it comes down to data attribution, since no matter how many profiles, the core user who pays will have an email on file.

So regardless of who’s watching what in the household, streaming platforms have decided the most valuable person to attribute that streaming data to (for remarketing efforts etc) is the person that foots the bill.

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Holy crap, this is the real reason! So having a separate profile catered to 1 person … on a 70-inch TV set with Dolby 3D audio, a subwoofer, in a room with two couches and a recliner … is basically a “dark pattern.”

Because different people in a household may want to watch and add to cue different things. To allow them to have a personalized feed of suggested programs based on their own viewing habits. I know my wife and I have very different programs we like to stream.

The problem is the majority is being treated as an edge case.

I don't mind that there are different profiles. My sister and I share a Netflix and we watch a lot of the same shows. I like that I have my own account that I can watch my shows on so it doesn't show I already watched it when she has watched it.

You live in separate houses, I assume.

From their perspective, data is more valuable when they can attach the viewing behavior to a specific person. For me personally, I tend to watch it solo and like having recommendations that make sense for me.

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