New Software Aims To Crack Down On Password Sharing For Streaming Services

HBO Now and Apple TV

A software company called Synamedia unveiled a new system last weekend which analyses factors such as where people are logged into an account, and if people are sharing accounts, too.

Subscribing to Netflix and sharing your password with family and friends so they can use the streaming service for free may be coming to an end.

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.

If caught sharing, users could then be offered a premium service that allows for password sharing and more concurrent users.

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It was revealed by Synamedia at the event that nearly 26 percent of millennials share their Netflix account with others.

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

If passwords are being sold through for-profit operations, accounts could be shut down. A study from Parks Associates concluded that, by 2021, credentials sharing could account for $9.9 billion in losses for pay-TV revenues and $1.2 billion in OTT revenues.

Discussing Synamedia's methods, Jean-Marc Racine, the CTO of the firm, told The Verge: "A typical pattern would be you have a subscriber that is simultaneously watching content on the East Coast and West Coast of the US".

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'Our new solution gives operators the ability to take action.

Streaming services such as Netflix are able to pay for access to Synamedia's initiative that will grant them the data in question.

While, according to Netflix, "the number of users that can stream at the same time will depend on your Netflix plan", those who pass on their credentials unlawfully can be chased and identified by an algorithm used by Synamedia.

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