Software can crack down on users who share Netflix accounts

Danny Woods
January 11, 2019

However, UK firm Synamedia is determined to mitigate password sharing with a new service dubbed "Credentials Sharing Insight" that harnesses the power of artificial intelligence (AI) to detect behaviour associated with such an action.

Synamedia unveiled new software at the Consumer Electronics Show in Las Vegas that looks at potentially fraudulent activity.

It is expected anything from sending an email alerting the user to more premium account models that allow more than one person to access the service to a complete account ban entirely are possible repercussions.

The way it works, is that streaming service companies would hire Synamedia, which in turn uses AI, behavioral analytics and machine learning to monitor and analyse password sharing activity across user accounts.

Lots of people are comfortable sharing their Netflix and other streaming service passwords with others.

Media research firm Magid found that 26 per cent of millennials share passwords for video streaming services.

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It predicts that by 2021, credentials sharing will account for £7.8billion of losses in pay-TV revenues.

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

It is unclear how or if Netflix would use the service.

It seems like if you share with family you might be OK, but sharing with friends or a wider community could see your account being shut down. Our new solution gives operators the ability to take action. Many casual users will be happy to pay an additional fee for a premium, shared service. The data includes a range of factors, like where an account is being accessed from, what time it's used, what content is being watched and by what device.

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

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