Netflix Password Sharing Practice Will Be Stopped By This AI-Powered Tool

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If you and your friends all share a Netflix, Hulu, Amazon, or any other streaming account in order to save some money, things might be getting a little more hard for you in the years to come. Good luck sharing the upcoming Disney streaming service with your MouseMingle friends across the country. Now, in a country like India where piracy is still rampant and youngsters don't generally pay for watching the latest season of popular shows and films like Stranger Things, Bird Box and Black Mirror: Bandersnatch among many others, there's a rather simple workaround to the issue- credentials sharing.

Recent research from Magid found that roughly a quarter of millennials share their username and password for video streaming services with friends.

The service, called Credentials Sharing Insights, uses AI, behavioral analytics and machine learning, which identifies, monitors and analyzes credentials sharing activity across streaming accounts. "It allows operators to turn casual sharing into incremental revenue, as well as detect and apply enforcement procedures on fraudulent, for-profit credentials sharing accounts". The factors that they consider include the location of the user, the device being used, and the local time.

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In more mild cases, like password sharing among family members, the streaming platform could simply send an email or notification suggesting that they upgrade to a premium or "family" account.

Racine says that Synamedia's machine learning approach, which notes always-evolving "consumption patterns", is more flexible than a hard-coded algorithm that has to be updated manually and often. According to a report by Parks Associate, users' habit of sharing passwords of streaming services with their friends could dent a whopping $9.9 billion to the industry by 2021. "Our new solution gives operators the ability to take action", Jean Marc Racine, chief product officer of Synamedia, said in a statement.

It is unclear how or if Netflix would use the service. It is already being used in trials with a number of pay-TV operations, Synamedia said.