New software could crack down on Netflix users sharing passwords

Gerald Bowen
January 12, 2019

Netflix, Amazon Video, HBO Now, for instance, are some of the popular video streaming services as of now. It can also pinpoint the correct locations and devices that families and users regularly use to determine which ones are "safe". The doesn't appear that the algorithm itself would have the power to lock people out of accounts, but it would provide a score to the provider that reflects the probability that a password has been shared.

A new tech system means people sharing Netflix passwords could soon be a thing of the past.

Synamedia says that until now, content providers have turned a blind eye to casual password sharing as it helps market their service to new audiences.

The software uses AI, machine learning and behavioural analytics to identify, monitor and analyse how users share their login credentials.

"Many casual users will be happy to pay an additional fee for a premium, shared service with a greater number of concurrent users", Synamedia CPO Jean Marc Racine said in a statement.

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"That's unlikely to be the same person".

The company pointed to research that about one in four millennials give other people their credentials for video screaming services.

Subscribers detected having multiple users would be offered a premium shared account service that includes a pre-authorised level of password sharing and a higher number of simultaneous users.

"They up-sell services instead". The company is now showcasing the solution at the Consumer Electronics Show (CES) 2019 in Las Vegas. He said at the beginning, companies saw sharing passwords as an organic way to introduce growth, "but after a while, there is a growing concern about privacy, and [companies] want to ensure they're maximizing their revenue".

The software maker created the software, Credentials Sharing Insight, to crack down on account sharing with streaming services, making it possible to track if a user has given their streaming service password to someone else.

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