Published: Sat, January 12, 2019
Industry | By Jeannie Evans

Netflix Testing Software to Track Who Is Sharing Passwords

Netflix Testing Software to Track Who Is Sharing Passwords

Its chief aim is to allow media-service providers - such as Netflix, Hulu, Amazon Prime, etc - to detect whether their users are sharing passwords with more people than they should. Good luck sharing the upcoming Disney streaming service with your MouseMingle friends across the country. The software would combat "the rapid rise in account sharing between friends and families, turning it instead into a new revenue-generating opportunity for operators".

The Credential Sharing Insight software is available as a cloud or on-premise offering. It's more heavily aimed at larger credentials-sharing operations across all streaming service.

The new platform will use artificial intelligence and machine learning and identify, monitor and analyze the pattern of password sharing. The data includes a range of factors, like where an account is being accessed from, what time it's used, what content is being watched and by what device. However, it will also be able to work out if the freak log-ins are fair game, such as the user being on holiday or whether they have shared passwords with a family member who lives away from home.

Synamedia says that until now, content providers have turned a blind eye to casual password sharing as it helps market their service to new audiences.

A Synamedia spokesman reportedly said "casual credentials sharing is becoming too expensive to ignore". Two years ago Netflix announced a change to crack down on VPNs so that users in the United Kingdom could no longer tweak their DNS settings to access U.S. content and vice versa.

"The way you secure OTT is evolving", said Jean Marc Racine, CPO and GM EMEA of Synamedia, explained in an interview to Variety. As an estimate, there's expected to be a loss of 1.2 billion dollars by 2021 due to credentials sharing.

The system uses algorithms of "machine learning" in order to spot what it thinks are shared passwords on services like Netflix and HBO.

'It's a great way to keep honest people honest while benefiting from an incremental revenue stream'. It is already in trials with some pay-TV operators.

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