Wednesday, 26 June, 2019

New software can be used to track shared Netflix accounts

Netflix company logo at Netflix headquarters in Los Gatos California AFP 2018 STR Netflix company logo at Netflix headquarters in Los Gatos California
Lora Ball | 11 January, 2019, 23:18

The firm, based in the United Kingdom, showed off the software at the Consumer Electronics Show in Las Vegas.

Netflix could start cracking down on users who share their streaming passwords with others.

The software uses artificial intelligence, machine learning, and behavioral analytics to look for activity it deems potentially fraudulent.

If the password is being used within a family, less strict action will be taken, like an email is sent to upgrade the account to premium or so.

Synamedia debuted a new product at CES that uses AI to to limit the number of people who can log in to a given account on any paid-for video streaming service.

Media research firm Magid found that 26 per cent of millennials share passwords for video streaming services. A study from Parks Associates concluded that, by 2021, credentials sharing could account for $9.9 billion in losses for pay-TV revenues and $1.2 billion in OTT revenues.

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"Casual credentials sharing is becoming too expensive to ignore", Jean Marc Racine, CPO and GM EMEA of Synamedia, said.

Streaming services such as Netflix are able to pay for access to Synamedia's initiative that will grant them the data in question.

If someone has illegally sold their password online to multiple people then they could be turned in to the police.

The system uses machine learning to determine a user's typical patterns of account activity, making it possible to identify when something out of the ordinary happens - such as being logged in at two locations at once, or the account being used in different parts of the world or country. Many casual users will be happy to pay an additional fee for a premium, shared service.

Synamedia Credentials Sharing Insight is available as a cloud or on-premise offering.

Synamedia says the system has already begun trials, though no official release date has been set as of yet.

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