If you share your Netflix subscription with your family or roommates, you will likely welcome the addition of personalized profiles - but only if you have Apple TV. Expected to officially launch in August, Macrumors reported that Apple TV users started seeing the profiles appear on July 29, 2013.
The personalized functionality gives users their own viewing histories, content recommendations, and parental control options. Netflix told Macrumors that users who had set up profiles when using the DVD service will see those transfer to their streaming service. You cannot add new user profiles, yet.