Netflix will be launching new user profiles sometime early next year at CES 2014. These new profiles will allow users to get better recommendations and have their own profiles integrated into the Netflix hub.
This will mean if a Netflix subscription is shared in a household, users will not have to worry about recommendations and previously watched getting muddled up with other peoples content.
We do not know the extent Netflix will go with the user profile, it could just be a simple tool for recommendations, but it could also be a social network integrated into the media streaming service.
As Netflix grows, we may see more push to keep users on the platform, instead of sharing recently watched on Facebook, they may just share it on Netflix to their friends, who message back through the profile system.