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” We haven’t finished asking you for your codes “. This is the slogan of Canal+, this year, with its advertisements which feature Kad Merad to whom all his relatives ask the codes to connect and enjoy Canal+. A way of ironizing on the sharing of passwords, and at netflixwe are also looking for solutions to limit this code sharing, considered as piracy.
After testing an alert system the season passed to encourage “fraudsters” to create their own accounts netflix, the platform is currently testing another paid process. In Chile, Costa Rica and Peru, Netflix invites subscribers to pay extra to share their account with people outside their household. Netflix explains that subscribers will be able to add up to two “Extra members” and it is charged between 2 and 3 dollars depending on the country. For the moment, no indication of an implementation in the United States, Asia, Africa or Europe.
Only family sharing is allowed
The additional cost is therefore borne by the owner of the “parent” account and it is up to him to “negotiate” with his friends to share the costs… netflixthe idea is to convert these “Extra members” into subscribers, with the possibility of transferring their profile in the event of a new registration, and thus to resume series in progress, or to send them personalized recommendations.
For Netflix, this sharing of accounts, outside the home, represents a big shortfall. ” Accounts are shared between households, which impacts our ability to invest in new TV shows and movies for our members “Writes Chengyi Long, director of Netflix Product Innovation, in a blog post. What we do not know is how Netflix will be able to distinguish the use of an account by friend from use on vacation…
Netflix could use AI to limit account sharing
At Consumer Electronics Show 2019, a British company unveiled a service dedicated to solutions for VOD, capable of detecting whether sharing a login password is done legally or fraudulently. At the heart of this system is machine learning.
Posted on January 14, 2019 by Fabrice Auclert
“ Can you send me your Netflix username and password? “. that the subscriber netflix who has never heard this question, raise your finger! Sharing Netflix accounts is very simple, and it is easy to circumvent the limits imposed by the famous video-on-demand service. To counter this shortfall estimated at $10 billion for 2021 (source Parks Associates) and what looks like piracy, a company specializing in artificial intelligence has offered its services to Netflix, but also to other subscription services offering video content. At the heart of this anti-piracy system, called Credentials Sharing Insight : artificial intelligence!
Concretely, Synamedia has developed software capable of monitoring, detecting and blocking the sharing of identifiers and passwords. Why is this solution more sophisticated than what Netflix and competing systems use internally? Quite simply because artificial intelligence is able to know if the account is shared with a relative in the family circle, or if the identifiers are used by a person who is not linked to the subscription. An intelligent monitoring system that avoids untimely blockages, while identifying fraudulent use.
Machine learning is more efficient than an algorithm
To make the distinction, the software first retrieves the entire database of the service concerned, ie tens of millions of accounts when it comes to Netflix. Then, artificial intelligence comes into play to identify the places of connection and the devices used by an account. Each time the identifiers are used on another connection place or another device, it is the machine learning which is responsible for determining trends, and giving a probability score. The higher this score, the more obvious the hack. This is all the more obvious when the same account is connected to several places at the same time…
But why use machine learning rather than a stricter blocking system like there are on other services? Quite simply because user habits are changing, and more particularly those of young people, who are more inclined to start a series on their computerthen continue watching an episode on their smart phone, and finish it on their console, at a friend’s house. The IP addresses multiply and it then becomes complicated to know whether the use is fraudulent or not. An algorithm, installed in hard, will not make the distinction whereas a note of probability, given by artificial intelligence, leaves the hand with the man to determine it.
Yes netflix is convinced by this service that he has not yet integrated, two solutions: either the account is blocked because it is used illegally; or the user is directed to an offer more suited to his type of use. This tool therefore does not only have an anti-piracy aim since the goal is also to evaluate the different types of content sharing to direct the user towards a more complete and therefore… often more expensive solution. Thus, at Netflix, the different offers offer between 1 and 4 users (or connected devices) simultaneously, with a cost that varies from 7.99 to 13.99 euros per month.
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