Artificial intelligence may stop Netflix account sharing

Artificial intelligence may stop Netflix account sharing
Photo credit: Reuters

A new artificial intelligence programme may be set to upset a lot of freeloading Netflix customers and help the video streaming company gains billions of dollars in lost revenue.

Currently, Netflix customers can share their password with friends and family, but new software from a United Kingdom start-up Synamedia looks ready to put an end to that by determining where users are logging into their accounts, reports 7News.

Introduced at the 2019 Consumers Electronic Show, the AI allows streaming sites to understand the behaviour of users, including seeing if their account is being accessed in different locations away from where the user typically views Netflix content.

Up to 35 percent of millennials share passwords for streaming sites according to a study by media research firm Magid. A Parks Associate study found nearly NZD1.8 billion is lost to account sharing each year.

Synamedia's chief technology officer, Jean-Marc Racine, said an example of patterns they are looking out for is when one subscriber is streaming content on the East Coast of the United States while also viewing from the West Coast.

He said while in extreme cases accounts could be deleted, users will typically be encouraged to upgrade to a multi-user subscription.

Businesses making money off streaming certain programmes to large groups, such as in bars or at viewing parties could also be caught up by the AI.

Newshub.