Published: Fri, January 11, 2019
Entertaiment | By Lawrence Myers

Company uses AI to catch people sharing Netflix passwords with friends

Company uses AI to catch people sharing Netflix passwords with friends

Synamedia is showing off the "Credentials Sharing Insight" tool at this year's Consumer Electronics Show in Las Vegas.

It seems like Netflix is trying to clamp down on people sharing accounts, with new software being introduced that will see other people using the account being blocked.

The UK-based company Synamedia says it created an algorithm that looks for patterns among users that indicate a shared password.

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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.

Media research firm Magid found that 26 per cent of millennials share passwords for video streaming services. The company also cited Parks Associates, which predicted that in 2021, a total of $9.9 billion of pay-TV revenues and $1.2 billion of over-the-top (OTT) revenues will be lost to password sharing.

Synamedia aims to crack down on password sharers with a new system that streaming services can pay to access.

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The new platform will use artificial intelligence and machine learning and identify, monitor and analyze the pattern of password sharing.

"Casual credentials sharing is becoming too expensive to ignore", Synamedia's Jean Marc Racine said in a statement last month.

This platform then analyses data from all users, which depends on many factors, like the location of the account that has been accessed, what content is being watched, and through which device, etc. Our new solution gives operators the ability to take action.

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'It's a great way to keep honest people honest while benefiting from an incremental revenue stream'. The system could let the company operating it specify how many users should be able to use a single account, which comes in handy for various family plans.

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