Netflix is reportedly cracking down on illegal account sharing, with the streaming giant harnessing artificial intelligence to detect logged in users and shared accounts.
According to new research from CordCutting, millennials are most likely to violate Netflix’s terms of service, with over 18% using someone else’s login.
By contrast, only 11% of Baby Boomers and 9% of Generation X commit the offence.
The American study discovered around 15% of its sample size ‘mooch’ Netflix.
Research claims around 24 million users don’t pay for Netflix access, representing at least $2.3 billion in annual lost revenue.
The news comes as streaming continues to outpace cable television in the United States, with nearly 30% of Americans now exclusively using streaming services.
Netflix has continued to boast market dominance, with 92% of respondents saying they pay for the service.
Should Netflix crack down on illegally shared accounts, 59.3% of respondents claim they’d be willing to pay for their own subscription.
Converted to 14 million people, the figure represents at least $112 million in added revenue per month.