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  Technology   In Other news  14 Jan 2019  AI set to put an end to password sharing

AI set to put an end to password sharing

Published : Jan 14, 2019, 10:23 am IST
Updated : Jan 14, 2019, 10:23 am IST

Now, get ready to pay for your own Netflix, OTT account for binge watching.

In a bid to attract new users, OTT services allow multiple devices for a premium with additional features.
 In a bid to attract new users, OTT services allow multiple devices for a premium with additional features.

While most tech that are on display in the CES never see the light of the day, let alone make a major difference. But, a few do. One such tech that was unveiled in this year’s exhibition was an artificial intelligence that will revolutionise the way OTT TV shows are consumed.

Over the top (OTT) video streaming services such as Netflix, Hotstar and Amazon Prime have become an integral part of our routine to unwind ourselves. Yet, the subscription plans for some their services can burn a hole in your pockets.

As a result, these firms, in a bid to attract new users, allow multiple devices for a premium with additional features.

However, that has led to an ‘innovative solution’ of sharing login credentials with friends, family or loved ones as a gift as well as to save money.

But, this AI aims to hunt down on password sharing based on various factors such as location, device usage, streaming timings etc to name a few to help these OTT firms to plug the profit leaks.

An UK-based start-up, Synamedia, which introduced its  services called ‘Credential Sharing Insight’ at CES, uses machine learning to spot password sharing.

So, how does it work? Well, the OTT platform has to buy access to Synamedia’s services that analyses the data from all its users.

Using the factors mentioned before, the AI looks for patterns that indicate a shared password and provides the platforms a probability score — a guess that it may have found an infringer.

Now, everything depends on the OTT firms to decide upon the next course of action. Depending upon extremity of the usage, the video streaming platforms may shut down or ban the account for violation of terms and condition.

However, Synamedia hopes that their services wouldn’t be used for punitive measure.

Rather, the OTT platforms would use its service to provide nudge or up-sell its services to users.

But with such huge quantum of data available, machine learning is perfect to spot patterns.

Synamedia CTO Jean-Marc told The Verge that that increased demand for the company’s services indicates that the new streaming video market is maturing.

“At the beginning of a service’s life, he says, companies don’t tend to care about password sharing since it’s an organic way to introduce new users to the service. But after a while, there is a growing concern about piracy, and [firms] want to ensure they’re maximising their revenue.”

While it refused to divulge detail about companies trialing its services, the company currently sells other services to AT&T, Comcast, Disney, Verizon, Tata Sky, Bharti Airtel, and Sky.

Meanwhile, following its impressive showing at the CES, European media and entertainment company Sky, a Comcast company, has taken a stake in Synamedia.

Tags: netflix, at&t, comcast, disney, verizon, tata sky, bharti airtel, sky