September 24, 2022
Adobe After a decade of encouraging customers to share their streaming accounts, services like Netflix now take the opposite stance. They claim that “password piracy” is detrimental to the industry and are struggling to fight the phenomenon. Evidently, Adobe sees this as a business opportunity. Adobe just launched Primetime Account IQ, a service that promises…

Adobe

After a decade of encouraging customers to share their streaming accounts, services like Netflix now take the opposite stance. They claim that “password piracy” is detrimental to the industry and are struggling to fight the phenomenon. Evidently, Adobe sees this as a business opportunity.

Adobe just launched Primetime Account IQ, a service that promises to solve “illegal” password sharing on sites like “Netflix, Disney+, and HBO Max.” It uses machine learning to track user habits and identify “credential sharing and fraud.” From there, it can enforce an appropriate “accountability strategy” that may encourage password sharers to pay for their own streaming accounts.

The “accountability strategies” promoted by Primetime Account IQ vary in intensity. The service may force 2FA on small-time password sharers, or routinely log such users out of their accounts (which makes password sharing a hassle). But in more extreme cases, Primetime Account IQ may restrict account access or show intimidating pop-ups to a service’s customers.

In theory, companies like Netflix could enforce this kind of approach without Adobe’s help. But the Primetime Account IQ service is very comprehensive. It integrates with…

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