Video streaming service Netflix announced a new feature - dubbed `User Profiles' - on Thursday. The new feature will give the Netflix users the ability to create a maximum of five different profiles with one single account. Netflix started testing `User Profiles' with a select number of accounts in January this year.

With Netflix currently making efforts to retain its dominance in the TV streaming arena, the introduction of the new profile feature will apparently help the company eliminate the sometimes-incoherent set of movie recommendations within one household.

Netflix users can set the `User Profiles' service either on Netflix. com or on the Netflix app for Sony's PlayStation 3 gaming console. In addition, users who want to connect with their friends, and check out what others are watching, can also link their Netflix profile with their Facebook account.

About the launch of the new `User Profiles' feature, Netflix said on Thursday that it will soon begin the worldwide roll out of the feature, which will allow the creation of multi-user profiles for single accounts. Netflix said that the new feature's global roll out process will apparently take two weeks.

Noting that `User Profiles' will help Netflix generate "more happiness" from customers, Netflix chief product officer Neil Hunt said - during an interview with USA Today - that the new feature will "lead to faster growth and a bigger business overall."