In 2023, Netflix rolled out its new ‘Profiles’ feature where users could add up to 5 other users to the same subscription. This feature, considering its large-scale impact, was not rolled out for all users at once. Instead, they leveraged “Feature Flags”, or “Feature Toggles” to release the feature to a small subset of its users, that too in a phased manner. This gave Netflix the freedom to optimize user experience based on real-user feedback and the flexibility to switch off the toggle in case something didn’t go right.
While there are many other instances of how organizations are leveraging feature flags, it’s important to have a clear picture of what Feature Flags really are. Which is exactly what we’ll be discussing in the blog today.