Netflix to track and stop users from sharing their accounts with friends

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A British technology firm has unveiled new AI software that could lead to a crackdown on users who share their Netflix password with family and friends.

To avoid paying double, what people do is share the details of their account and passwords. It could be family, friends, your significant other or just about anyone in between. The OTT service provider can also block a users account but we believe that will not happen until its an extreme case of sharing and piracy. The factors that they consider include the location of the user, the device being used, and the local time.

Fingers crossed we can stay watching on our ex's account for a little bit longer!

Synamedia aims to crack down on password sharers with a new system that streaming services can pay to access.

Normal streaming provider accounts when shared, bring down the individual subscriber fees and hence users have to pay substantially less to watch say a Netflix original.

In order for the software to work, a streaming service like Netflix, Hulu or HBO Now buys access to Synamedia's platform, which analyzes data from all its users.

"Casual credentials sharing is becoming too expensive to ignore", Jean Marc Racine, CPO and GM EMEA of Synamedia, said.

Snyamedia learned from research done by Magid that roughly 26 percent of millennials share their personal Netflix credentials, creating a potentially massive loss in revenue.

According to Synamedia, its system is now undergoing pilot trials at a number of undisclosed streaming firms. The company is now showcasing the solution at the Consumer Electronics Show (CES) 2019 in Las Vegas.

'It's a great way to keep honest people honest while benefiting from an incremental revenue stream'.

Synamedia's machine learning program, called Credentials Sharing Insight, looks at where an account is being used, when it is being used, what content is being streamed, and what devices are being used to stream that content. It is already in trials with some pay-TV operators.