Hulu has announced today the official roll out of profiles to their 12 million subscribers. Profiles will allow multiple viewers to share a single Hulu account, while creating personalized experiences for each. The move to personalized profiles comes after their decision to move away from free TV episode offerings and focus on a subscription centric model.

When creating a new user profile, Hulu will walk viewers through a few taste picking options to help discern what type of shows and movies they enjoy. This will help to control what type of content you see in your recommended content areas. This is similar to Netflix’s own profiles section that launched a few years back.

Just like Netflix, each profile on Hulu will have its own personalized content sections (name, personal info, viewing history, recommendations and Watchlist). Hulu has even gone as far as to create a new Kids profile to help keep child friendly content together in one place.

The roll out will begin today and slowly hit the most popular Hulu devices in the coming weeks.

Update 12/09/16 12:36 PM PT: Removed direct link to profiles until the rollout reaches more users.

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