Todd Yellin, vice president of product innovation at Netflix, talked about the multi profiles initiative in a discussion with Digital Spy this week.
He told us that it is part of the US media giant's efforts to treat its 33m members - including over 1m in the UK after launching here in January 2012 - all as individuals.
Somewhat of a "mad scientist", seven-year Netflix veteran Yellin helps the content streaming service to deliver tailored homepages based on each subscriber's tastes and interests. So, if you are into dark dramas, then that's what you will see, but if you prefer the work of SpongeBob SquarePants, you are unlikely to even know that they even exist on the service.
Based at the Netflix office in San Francisco, Yellin's team is currently testing multi-user profiles on a single subscription, which he said is something that Netflix households have wanted for a while.
"What we have heard for a long time, from a product side, is that, 'sure, you are personalising what I want, but it is actually what my household wants. You are treating us like one being'," said Yellin.
"We have been aware of that for a long time, but the problem is that if you want to make something frictionless and brain dead, but also give more features, there has to be a balance and you don't want feature creep and complexity."
A small number of Netflix users, less than 1% of the global base, are now trying out the feature. They get a drop-down bar in the top right-hand corner that shows individual top tens and recommendations for multiple different people.
In multi-occupancy households, each person who is assigned to the account gets their own individual avatar, and their own Netflix profile.
The test started in December and will run until mid-March. Should the participating users give positive feedback, then Yellin's team will look to launch the product globally by the end of the year, including in the UK.
"Early data is looking positive but we are not sure yet. [But] if it works, then we are going to productise it, which means we are going to roll it out in a scalable way that works with our over 33m members globally," Yellin told us.
"If everything goes to plan and this test comes out in the green, as we call it, then you'll see this in the UK and globally by the end of the year.
"I am not sure if it will work. Why wouldn't it work? Because it adds more complexity, but it also adds value. And it's about weighing up the equation."
Netflix wants each of its members to be able to get to the content they want to watch, as easily as possible. Yellin's team is constantly tweaking sophisticated algorithms that detect what each subscriber is consuming, and then dynamically presents content tailored to them.
New members fill out a simple questionnaire when they join Netflix indicating their preferences, but Yellin says it is important not to just take their word for it.
"Sure, you can somewhat trust what people tell you, but don't trust them entirely, trust what they do," he said.
"Because if you ask people what they want from a product, they are going to say, 'everything in the world and moon'. But that does not mean they are gong to enjoy the resulting complexity."
But for Netflix, it is equally important to be agnostic with content and not promote something just because it has cost top dollar. Yellin says that he can be "ridiculously fair" with the way content is promoted, and claims that he does not care if people watch shows that "costs thousands of dollars, or millions of dollars".
Even something like House of Cards fits into this. Netflix has run promotional banners for its original drama series starring Kevin Spacey, but some Netflix members may not have seen them, as the gritty programme is not something they will enjoy. Yellin wants people to feel that only their preferred content is the company's priority.
As an example, he revealed that a Korean Netflix analyst recently asked at a company meeting whether Netflix was going to commission more Korean soap operas, as she was under the impression that they were incredibly popular on the service. They aren't, but the way the system tracks and follows behaviour made it seem that way on her Netflix homepage.
But digital firms such as Google and Facebook have been criticised over the way they harvest and use data on the behaviours of their users, particularly when it is for commercial purposes. So, is Yellin not worried about the same pitfalls?
"They [Google and Facebook] are in a tougher position in terms of this because they are in the advertising business and we are not," he said.
"We take the privacy of the data we have super, super seriously. It is not part of our business model to use that data to help advertisers sell more ads.
"I empathise with those companies. Advertising-supported business is a different branch that brings certain dilemmas. We don't have those dilemmas.
"If you choose to openly share on Facebook your Netflix activity, awesome, do it, you'll have a great experience. If you don't want to, then we will take that seriously, we won't share. The data will only shape your own private experience on Netflix."
Netflix launched in the UK market in January 2012, going head-to-head with LoveFilm, the Amazon-owned subscription streaming service. But Sky is also now in the market with its NOW TV service, delivering on-demand movies from all the major studios across multiple devices (albeit at a higher subscription cost). But Yellin welcomes the competition and says it keeps Netflix keen.
"Competition keeps you on your toes, and I mean that sincerely. It has pushed us," he said.
"We have been in competitive battle in the US for several years. I have been at Netflix for seven years and we have had some biggies come after us.
"So, it makes us be better, and keep on innovating or die. Also, the non linear TV market is growing and all the services like us are building the ecosystem, and it's not about how big a piece of pie you get, it's that the whole pie is growing. And the pie is also a big, important part of the future of TV."