Software can crack down on users who share Netflix accounts

Joanna Estrada
Января 11, 2019

Synamedia have developed "Credentials Sharing Insight" to pick up on unusual or extreme patterns on streaming service accounts, hoping to sniff out people sharing their passwords.

And as well as regular users skimping on their bill, Synamedia also says the technology can be used to crack down on larger operations making money from streaming services.

Each service can choose to deal with rule-breakers as they please, for instance by sending them an email asking them to upgrade to a premium service or even shutting down their account. Many casual users will be happy to pay an additional fee for a premium, shared service.

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

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

It uses behavioral analytics and machine learning to track how many people are logged into a single account, as well as where they log in from. "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.

If an account is signed in and watching shows in both Edinburgh and London, Synamedia flags the user.

For example, it checks what content you're watching in what location.

"For example, the solution can determine whether users are viewing at their main home and a holiday home, or whether they have shared credentials with friends or grown-up children who live away from home".

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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