Netflix has discovered that its users, in the U.S. at least, do not want to share all of their viewing behavior with their Facebook Friends. Now, users will have control over if they share their viewing information with on Facebook and with whom  Previously, users who connected their Facebook accounts to Netflix did not have control, resulting in spam-like messages shared to Facebook with a user's viewing history, whether the user wanted it shared or not. Understandably, users were not quick to connect Netflix with their Facebook profiles.

Netflix learned what it needed to. Frictionless sharing that involves automatically posting updates and activity to user feeds has not been embraced by users. Facebook has even relegated most of those updates to the Ticker on the right-hand rail, focusing on more valuable, contextually relevant information on the News Feed. Marketers hoping their customers share their brands should take note.