Adobe Thinks It Can Solve Netflix’s Password ‘Piracy’ Problem
Adobe’s Account IQ is powered by Adobe Sensei, which in turn acts as the intelligence layer for Adobe Experience Platform. In theory, Adobe will know more about a streaming account than those using it, so the company should be able to predict the most effective course of action to reduce password sharing and/or monetize it, without annoying the account holder. But of course, if you’re monitoring customer accounts in such close detail, grabbing all available information is the obvious next step. Adobe envisions collecting data on how many devices are in use, how many individuals are active, and geographical locations — including distinct locations and span. This will then lead to a “sharing probability” conclusion, along with a usage pattern classification that should identify travelers, commuters, close family and friends, even the existence of a second home.
Given that excessive sharing is likely to concern platforms like Netflix, Adobe’s plan envisions a period of mass account monitoring followed by an on-screen “Excessive Sharing” warning in its dashboard. From there, legal streaming services can identify the accounts most responsible and begin preparing their “graduated response” towards changing behaviors. After monetizing those who can be monetized, those who refuse to pay can be identified and dumped. Or as Adobe puts it: “Return free-loaders to available market.” Finally, Adobe also suggests that its system can be used to identify customers who display good behavior. These users can be rewarded by eliminating authentication requirements, concurrent stream limits, and device registrations.
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