Adobe launches ID sharing detection system for streaming services. This is news that should not please all Netflix customers who share their subscription with their loved ones.
Whether it’s Netflix, Amazon Prime or Spotify, all companies offering streaming services have considered cracking down on this practice deemed harmful… for their wallets. According to analysts, 40% of Americans would use the Netflix account of someone close to them. A practice that Netflix obviously authorizes, but how many of these relatives are actually strangers who “sublet” the owner’s Netflix account? How to make these people pay without entering into the repression of customers? This is a tricky question to which streaming platforms have yet to find a satisfactory solution.
To help other digital giants, Adobe does nothing less than monitor user behavior. The American company, creator, among other software, of Photoshop, knows how to go about it when it comes to charging customers ad vitam aeternam for a service. Professional graphic designers remember that as early as 2013, the famous graphic editing software was only available by subscription.
Adobe proposes using AI to ‘monitor’ Netflix users
Adobe thus announces the launch of Primetime Account IQ, a service which, in its own terms, allows streaming platforms to spot and understand account sharing activity, to measure the consequences of applying an action (in other words, carrot or stick?), and to effectively monetize user behavior.
To achieve its goals, the company uses the‘Artificial intelligence and machine learning to understand usage patterns and infer with sufficient certainty when account sharing is taking place. Detection is only the first phase of the program. You then have to either try repeatedly to convince “profiteers” to subscribe and “checkout”, or crack down and deny them access (this is obviously the last option). There is no doubt that this technology could be of great interest to Netflix. Indeed, it is said that account sharing represents a shortfall of €9 billion per year for the streaming giant.