Published: Sat, January 12, 2019
Industry | By Kenny Hampton

Company uses AI to catch people sharing Netflix passwords with friends

Company uses AI to catch people sharing Netflix passwords with friends

A British software company Synamedia has developed a programme created to stop users of media streaming services, such as HBO and Netflix, from illegally sharing passwords to their accounts with others.

At CES, UK-based firm Synamedia revealed artificial intelligence software that could be used by Netflix and other companies to detect and block the sharing of account credentials.

"The new security software combats the rapid rise in account sharing between friends and families, turning it instead into a new revenue-generating opportunity for operators", the company said. It can also pinpoint the correct locations and devices that families and users regularly use to determine which ones are "safe".

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Basically, a streaming platform - like Netflix - would buy access to the Synamedia service.

While Netflix offers the ability to share with others, it is believed that standard is abused and log-in information is being shared with more than makes financial sense for the company. During your Netflix membership we grant you a limited, non-exclusive, non-transferable right to access the Netflix service and view Netflix content.

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One survey found that 26 percent of millennials use the password from someone else's account to watch shows on an online streaming service.

But if you're wondering which companies are testing out the new system, called Credentials Sharing Insight, you're out of luck. "It's a great way to keep honest people honest while benefiting from an incremental revenue stream", said Jean Marc Racine, CPO and GM EMEA of Synamedia.

Apparently there are "a number of firms" now testing the algorithm, but Synamedia is not naming names.

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

Available as a cloud or on-premise offering, Synamedia Credentials Sharing Insight is already in trials with a number of pay-TV operators.

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