Representing a strategic about-face, Netflix says it is now implementing "an extensive Facebook integration," in large part to encourage a segmenting of household accounts into multiple personal
accounts. Netflix accounts have traditionally been affiliated with individual home addresses, but more screens per household -- along with more diverse offerings -- gives Netflix the opportunity to
mine households for multiple accounts. "In addition to helping identify discrete people within a household, Facebook integration would presumably allow Netflix to help users do things like share their
personal viewing history in their newsfeed and recommend videos to friends," writes AllThingsD's
NetworkEffect blog. Netflix previously launched social tools, but scrapped them
last year after they failed to take off. Mike Hart, previously Netflix's director of engineering for APIs, is now director of engineering for social.
Read the whole story at All Things D »
