Netflix password sharing may soon be impossible due to new AI tracking

A video software firm has come up with a way to prevent people from sharing their account details for Netflix and other streaming services with friends and family members. UK-based Synamedia unveiled the artificial intelligence software at the CES 2019 technology trade show in Las Vegas, claiming it could save the streaming industry billions of dollars over the next few years. Casual password sharing is practised by more than a quarter of millennials, according to figures from market research company Magid. Separate figures from research firm Parks Associates predicts that by $9.9 billion (£7.7bn) of pay-TV revenues and $1.2 billion of revenue from subscription-based streaming services will be lost to credential sharing each year. The AI system developed by Synamedia uses machine learning to analyse account activity and recognise unusual patterns, such as account details being used in two locations within similar time periods. Netflix's recommendation algorithm is pretty sophisticated these days, to the point where it can probably determine not only what you want to watch next, but what you'll eat for breakfast 13 years on Wednesday and the thread count of your sheets. And yet, it still has a tendency to spit out some peculiar recommendations.