Software can crack down on users who share Netflix accounts

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If you and your friends all share a Netflix, Hulu, Amazon, or any other streaming account in order to save some money, things might be getting a little more hard for you in the years to come.

The company revealed that 26% of millennials share passwords for video streaming services, while economic predictions indicate that in 2021, $9.9 billion of pay-TV revenues and $1.2 billion of over-the-top media services (OTT) revenues will be lost to credentials sharing.

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

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The company says that in "extreme" cases, where passwords have been sold online, accounts will simply be delted. The doesn't appear that the algorithm itself would have the power to lock people out of accounts, but it would provide a score to the provider that reflects the probability that a password has been shared.

Synamedia showed off the new service at CES 2019, a technology show that takes place in Las Vegas every year, and explained it looks at various user behaviours to make its assertions. Many casual users will be happy to pay an additional fee for a premium, shared service. The artificial intelligence also assesses the content being watched and the history of the user to determine infringement. This includes warning the primary user about the unauthorized usage of their account and giving them an option to switch to a premium account.

"Using AI, behavioral analytics and machine learning, Synamedia Credentials Sharing Insight identifies, monitors and analyzes credentials sharing activity across streaming accounts", the company's website says.

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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.

Speaking about possible consequences, Racine went on: "The approach is that people tend to be not too punitive about it". He said at the beginning, companies saw sharing passwords as an organic way to introduce growth, "but after a while, there is a growing concern about privacy, and [companies] want to ensure they're maximizing their revenue".

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