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New software could crack down on Netflix users sharing passwords

New software could crack down on Netflix users sharing passwords”

New software introduced at the Consumer Electronics Show in Las Vegas can track down users who use shared accounts and passwords, quickly ending their free ride.

The software uses artificial intelligence, machine learning, and behavioral analytics to look for activity it deems potentially fraudulent. If found, in some cases, it would ask the user to upgrade to a premium account that includes sharing.

Netflix might finally be closing in on its users who share passwords.

In order for the software to work, a streaming service like Netflix, Hulu or HBO Now buys access to Synamedia's platform, which analyzes data from all its users.

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

"A typical pattern would be you have a subscriber that is simultaneously watching content on the East Coast and the West Coast of the US", Synamedia's chief product officer, Jean-Marc Racine, told The Verge. "Our new solution gives operators the ability to take action", the CPO of Synamedia said.

Meanwhile Parks Associates predicts that by 2021, $9.9billion of pay-tv revenues and $1.2billion of streaming revenues will be lost to password sharing.

The UK company claims by looking at variables such as where the streaming service is being used, the content watched, the device used to watch it and more it can calculate a probability of how likely it is a particular user is sharing their password. "It's a great way to keep honest people honest while benefiting from an incremental revenue stream", said Racine.

A streaming service, like Netflix and Amazon Prime, buys access to Synamedia's platform.

The company is billing Credentials Sharing Insight as a new revenue-generating option for streaming service companies as it is a "way to market their service to new audiences".



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