Tuesday , September 27 2022

Bad news for Netflix password sharers


There is a good chance you, or at least someone you know, share on Netflix account using the same user login and password in different households.

But those days could be numbered.

UK software company Synamedia unveiled a new system earlier this month that uses machine learning to sniff out people using shared passwords.

The software is able to analyze factors such as where users log on, what type of device they use and the content being watched to look for patterns that indicate account sharing. The company then gives a probability score to the service provider like Netflix about potential infringers.

Speaking to The Verge, Synamedia's chief technology officer Jean-Marc Racine said a company like Netflix could shut down accounts if it thinks that login details are being shared for a profit, such as sharing passwords online. But if it detects more benign password sharing, users may expect an email encouraging them to upgrade their account or change their behaviour.

"The approach is that people tend to be not too punitive about it," Racine said. "They up-sell services instead."

The software platform – called Credentials Sharing Insight – is reportedly being tracked by a number of companies, however Synamedia will not reveal their names.

It would certainly be a good way for Netflix to boost its bottom line without upsetting customers who are doing the right thing.

"Casual credentials sharing is becoming too expensive to ignore. Our new solution gives operators the ability to take action," Racine said in a recent statement.

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