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Netflix To Crackdown On Netflix Password Sharing

12 January, 2019, 10:12 | Author: Joanna Little
  • The days of sharing Netflix passwords could be coming to an end

Chances are you share a Netflix account with someone.

United Kingdom -based software maker Synamedia, which looks for potentially fraudulent activity, unveiled a new service at 2019 CES (Consumer Electronics Show) that uses machine learning to spot shared passwords. What could happen to subscribers who share their Netflix and other streaming service account passwords to family and friends?

The software analyzes locations based on who is logged in and where.

That includes a range of factors, from where an account is being accessed from, what time it's typically used, what TV shows or movies are being watched, and what device a user is using to access said content.

Synamedia's security team designed the software to understand how and where to look for activity that might be suspicious, integrating it with behavioral models for better understanding.

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"Further to your article about Netflix account sharing, Netflix is not working with/partnering with Synamedia". If the sharing pattern is extreme, which might mean that the credentials have been sold online to multiple users, the streaming service could simply shut down the accounts.

The system is being tested and in the future it will be offered to services like Netflix and HBO. "It's a great way to keep honest people honest while benefiting from an incremental revenue stream", says Jean Marc Racine, CPO and GM EMEA of Synamedia.

Parks Associates predicts that almost $10 billion of pay-TV revenues and $1.2 billion of revenue from subscription-based streaming services will soon be lost to credential sharing each year.

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

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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