This AI Tech Can Track Down Users Who Share Their Netflix Passwords

Pauline Obrien
January 12, 2019

Firm Synamedia has revealed a new AI system which is created to clamp down on people who share their accounts with other people. That may be the case for accounts with credentials that have been sold off to many users online.

New software introduced at the Consumer Electronics Show in Las Vegas can track down users who use shared accounts and passwords, quickly ending their free ride.

However British firm Synamedia's new Credentials Sharing Insight, exhibited at CES 2019, aims to "combat the rapid rise in account sharing between friends and families".

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.

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Fingers crossed we can stay watching on our ex's account for a little bit longer! Netflix's CEO Reed Hastings has previously expressed no concern over the issue, noting that it's part of what makes streaming services so desirable. Many casual users will be happy to pay an additional fee for a premium, shared service.

British firm Synamedia uses machine learning to spot shared passwords on streaming services like Netflix and HBO and rat out the offending users.

FOX News reports that the company found research showing about 26% of millennials give other people their credentials for video streaming services.

'Casual credentials sharing is becoming too expensive to ignore, ' said Jean Marc Racine, the CPO of Synamedia.

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The Credential Sharing Insight software is available as a cloud or on-premise offering.

The software uses AI, machine learning and behavioural analytics to identify, monitor and analyse how users share their login credentials. For example, it will notice if two different households are clearly unrelated, such as different tastes and geographical location, yet are still sharing a password.

Synamedia won't reveal which companies are trialing its new software, although it confirmed that it is now being trialed by a "number of firms", namely one that sells other services to some big industry names, like AT&T, Comcast, Disney, Verizon and Sky.

Synamedia says its AI has already begun trials.

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