Middle East

Why Streaming Services Need to Rethink Authentication

Last year, it set a new streaming subscription record, rising to 217.6 million in the third quarter of 2020 compared to the same period last year. By 2026, there will be 15 million video-on-demand subscriptions in the region. Interestingly, earlier this year, research showed that the average UAE Netflix user spent a total of 37 days, or 53,357 minutes, streaming TV shows and movies on the platform.

Despite being primarily caused by pandemics, the growth rate of these high subscriptions has led to a streaming boom that will only continue to grow over the next few years. However, the surge in popularity of streaming services has highlighted some of the issues that many have not yet addressed. Most important is user account sheet or profile management.

Users can now access the platform from up to three devices. However, this does not prevent you from sharing your account information with friends and family who have free access to additional seats.

Sharing online passwords for streaming and other subscription video-on-demand services will cost US companies about $ 25 billion in revenue, according to Citi’s equity analyst Jason Bazinette.

This is a common practice among users, but it has a huge financial impact on streaming giants. But if an organization decides to address this issue, how can it be addressed without jeopardizing the customer experience?

Authenticate users using contextual data and behavioral biometrics
One solution is to use behavioral biometrics to allow paid users to log on to the service through any device. This type of cybersecurity allows streaming companies to identify families using the service through a single account and offer upgrades to family packages instead.

Behavioral biometrics consider millions of contextual data points when determining if a user is genuine. This allows you to clearly identify your users by using or swiping your smartphone, even when they are in unusual locations, such as when they are on vacation or on a business trip. This means that streaming services don’t have to worry about accidentally blocking paid users because they’re elsewhere.

No friction
Behavioral biometrics is a passive form of authentication technology that does not affect the user experience and does not add friction to the user’s journey. For example, entering a username and password analyzes data such as speed and pressure in real time, so no additional steps are required (as in physical biometrics).

As a result, behavioral biometrics can be useful at any point in the customer journey. This means that the technology automatically recognizes you because you don’t have to prove your identity every time you log in to a streaming service.

Privacy protection
Behavioral biometrics are an unobtrusive way to protect privacy and essentially authenticate users, as consumer behavior context data points can be used to authenticate an individual’s identity and obfuscate that data. .. This is a less disturbing user recognition method than fingerprint or face recognition. Privacy has become a hot topic these days, so streaming services have long-term benefits by establishing digital trust with users.

Streamer swipes safely

Regulating access to streaming services without compromising user confidence can be difficult. Everyone knows that users share their login information with friends and family. However, when the market is saturated, the growth of streaming services will eventually stagnate, making them increasingly economically damaging.

As the number of new services entering the market each year grows, streaming service organizations need to find a way to convert those free seats to paid seats. This becomes more and more important over time.

As a result, it is a problem that needs to be dealt with with great care. Behavioral biometrics allow businesses to solve this problem without causing consumer friction or jeopardizing their privacy.

Saeed Ahmad is the Managing Director of Callsign’s Middle East and North Africa.

https://gulfbusiness.com/why-streaming-services-need-to-re-think-authentication/ Why Streaming Services Need to Rethink Authentication

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