Netflix account sharing could be coming to an end

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It was revealed by Synamedia at the event that nearly 26 percent of millennials share their Netflix account with others. It's there when you need it. but it might not be there for much longer. The system can nonetheless work out if the logins occur when the user is on a holiday or the password is shared with a family member who lives away from home.

If caught sharing, users could then be offered a premium service that allows for password sharing and more concurrent users.

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

With regards to the terms of use, the precise wording states that: "The Netflix service and any content viewed through the service are for your personal and non-commercial use only and may not be shared with individuals beyond your household". The software can also detect if a password is sold through for-profit-organizations and will shut the account down it is has been obtained this way. However, the company wants to focus majorly on those who share their passwords with friends, family members, and roommates out of generosity.

Racine says that Synamedia's machine learning approach, which notes always-evolving "consumption patterns", is more flexible than a hard-coded algorithm that has to be updated manually and often.

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However, with the content transitioning to streaming, operators are finding ways to make things simpler for end consumers. "Passwords are easy to share", said the CEO. As an estimate, there's expected to be a loss of 1.2 billion dollars by 2021 due to credentials sharing.

According to research, around 26 percent of millennials share their log-in information for streaming services.

But in many cases, users will be urged to upgrade a more expensive multi-user subscription. "Our new solution gives operators the ability to take action", the CPO of Synamedia said.

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.