However, UK firm Synamedia is determined to mitigate password sharing with a new service dubbed "Credentials Sharing Insight" that harnesses the power of artificial intelligence (AI) to detect behaviour associated with such an action.
According to WPLG, new software introduced at the Consumer Electronics Show in Las Vegas can track down users who use shared accounts and passwords, quickly ending their free ride.
Each service can choose to deal with rule-breakers as they please, for instance by sending them an email asking them to upgrade to a premium service or even shutting down their account.
Synamedia debuted a new product at CES that uses AI to to limit the number of people who can log in to a given account on any paid-for video streaming service.
Lots of people are comfortable sharing their Netflix and other streaming service passwords with others.More news: Google Assistant on Track to Soon Hit a Billion Devices Milestone
More news: US official says troop withdrawal from Syria has started
More news: Taliban Calls Off Peace Talks In Qatar With U.S
British firm Synamedia uses machine learning to spot shared passwords on streaming services like Netflix and HBO and rat out the offending users.
According to one survey, almost 26 percent of millennials use a password from someone else's account to binge-watch shows on an online streaming service.
As noted by the Independent, it has been estimated that credential sharing could cost subscription-based streaming services $1.2 billion in lost revenue, while the cost to pay-TV services could be as high as $9.9 billion.
A Synamedia spokesman reportedly said "casual credentials sharing is becoming too expensive to ignore".
Streaming services such as Netflix are able to pay for access to Synamedia's initiative that will grant them the data in question. Many casual users will be happy to pay an additional fee for a premium, shared service. "It's a great way to keep honest people honest while benefiting from an incremental revenue stream", said Racine.