Adobe has launched new machine-learning software that it believes could help solve Netflix’s password-sharing problem.<\/p>\n
The company recently announced its Primetime Account IQ product<\/strong><\/a> for measuring, managing, and monetising credential sharing.<\/p>\n Adobe estimates that sharing account credentials between multiple households costs video streaming services in the US around $25 billion (R434.82 billion) in annual revenue.<\/p>\n As the biggest streaming service in the world, Adobe reckons Netflix loses around $9 billion in revenue every year due to the practice.<\/p>\n Adobe said current approaches to deter people from password-sharing, such as repeatedly requesting login information, enforcing strict device limits, limiting concurrent connection limits, and using multi-factor authentication, are too irritating.<\/p>\n Instead, it proposes using sophisticated machine-learning models to extract behavioural patterns in account usage and detect potential credential sharing.<\/p>\n Adobe said its Prime Account IQ system could collect data on how many devices are used on a single account and how many individuals are actively using it. It will also consider geographical locations \u2014 including distinct locations and span.<\/p>\n Putting all these variables together presents a “sharing probability” score, alongside usage pattern classification to identify travellers, commuters, close family and friends, and a second home.<\/p>\n If the system eliminates all of the latter possibilities and still finds sharing probability to be high, video streaming services can present those account users with an “Excessive Sharing” warning.<\/p>\n This will allow Netflix and other streaming services to identify problematic accounts and roll out solutions to changing their behaviour.<\/p>\n Those who continue to ignore the warning can be dumped from the service.<\/p>\n However, Adobe’s software might be late to the party.<\/p>\n Netflix is currently testing<\/strong><\/a> its own account-sharing feature to encourage users that share a subscription to instead get an add-on sub-account for a smaller fee than the main package.<\/p>\n In countries where the feature is currently available, Netflix has imposed a limit by using IP addresses, device IDs, and account activity so that accounts can only be used regularly in one fixed location.<\/p>\n By paying a $2.99 fee, subscribers get an add-on account with its own location, login details, and user profiles.<\/p>\n Netflix will still allow users to use only the primary account outside their home for up to two weeks at a time, to cater for business travels or holidays.<\/p>\n Adobe reckons this is the way to help Netflix claw back some of the $9 billion it is estimated to lose in revenue every year due to password sharing.<\/p>\n","protected":false},"author":341042,"featured_media":438700,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[2556,2054,61751],"class_list":["post-460582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-broadcasting","tag-adobe","tag-netflix","tag-password-sharing"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/460582"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341042"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=460582"}],"version-history":[{"count":1,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/460582\/revisions"}],"predecessor-version":[{"id":460634,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/460582\/revisions\/460634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/438700"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=460582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=460582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=460582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Netflix is already clamping down<\/h3>\n
\nNow read: MultiChoice company launches tech that can crack down on DStv password sharing<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"