It may simply be 2-factor authentication. You request a password reset, and they text a code to your phone. You enter that code into your browser. That way, the

It may simply be 2-factor authentication. You request a password reset, and they text a code to your phone. You enter that code into your browser. That way, they know you have both the full account details and the associated phone in your possession. Increases the likelihood that you are the authentic account holder. Many sites, Google included, now offer this optionally. If NetFlix is mandating it, perhaps they really have a problem with users accounts being hijacked.