New Software Aims To Crack Down On Password Sharing For Streaming Services

James Marshall
January 12, 2019

During a recent interview with The Verge, Synamedia's CTO, Jean-Marc Racine, stated that his company have invented software that's capable of identifying Netflix users that share their account details with others.

The service provider or platform then gets a probability score, where the system would classify users between scores of 1 to 10, where "1" would indicate that this user is unlikely to share their password, and "10" would represent a user who has high chances of sharing that password. It could be family, friends, your significant other or just about anyone in between. "That is why Synamedia's Credentials Sharing Insight tool applies behavioral analytics and machine learning to detect sharers", Synamedia said.

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.

If the software finds that passwords are being sold through for-profit operations, the accounts could be shut down.

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.


It predicts that by 2021, credentials sharing will account for £7.8billion of losses in pay-TV revenues.

The idea is to track down the casual password sharers and give content providers a chance to convert these people into paying customers by urging them to upgrade to a premium shared account that can authorize limited level of account sharing. Many casual users will be happy to pay an additional fee for a premium, shared service. 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.

According to Synamedia, its system is now undergoing pilot trials at a number of undisclosed streaming firms.

Synamedia says its AI has already begun trials.

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