(By Balachander) Netflix Inc. (NASDAQ: NFLX) unveiled a new feature that allows U.S. subscribers to link their account to Facebook Inc. (NASDAQ: FB).
The online video-rental service company said the new feature makes it easier for subscribers to find TV shows and movies to watch and discuss with friends.
"The new Netflix/Facebook integration lets Netflix members see what their friends have watched by adding new "Friends' Favorites" and "Watched by your friends" rows to Netflix," Netflix said.
The feature will be available to all U.S. Netflix members by the end of the week, the Los Gatos, California-based company said.
"With their integration, Netflix has a new opportunity to reach the more than one billion people on Facebook," said Facebook Director of Platform Partnerships and Operations Justin Osofsky.
Netflix members will see an option in Netflix to connect to the social-networking site and agree to share their activity.
"After doing so, rows with titles watched by friends will display on any device that streams from Netflix, provided these friends are also connected,'Netflix said.
By default, members share what they watched only on Netflix. The company said members can opt to also share to Facebook by changing their Netflix "Social Settings" on Netflix.com.
NFLX shares jumped 5.76 percent to trade at $192.60, while FB shares traded 1.68 percent lower at $27.37 on Wednesday.