One way that premium streaming services become vulnerable to theft is through lax enforcement of entitlements. In plain language, when a consumer requests to watch a program over a streaming service, the provider’s security platform validates that the user is a legitimate subscriber, and then, upon validation, delivers a cryptographic key to grant access.
But if a pirate intercepts and re-uses the key, the pirate’s end-users can watch too, with no compensation to the rights-holder. One of the techniques to help avoid this problem is to replace keys at intervals, invalidating the old ones. Since the new keys are delivered only to legitimate users, the pirate’s access would then end.
This is especially important for sports programming, where sports leagues issue key-rotation requirements because their high-value content is time-sensitive.
Service protection
At September’s IBC conference, Irdeto announced High Frequency Key Cycling, an enhancement to Irdeto Control, a cloud-based multi-DRM platform; which makes common piracy methods such as key extraction and CDN leeching harder to achieve. The continuous renewal of keys forces repeated authentication, disrupting the stability of unauthorized streams and increasing their likelihood of failure.
This consistent degradation of the pirate experience helps shift users back toward legitimate platforms, supporting improved monetization and stronger content protection for rights holders.
User experience
Also at IBC 2025, Irdeto announced a strategic collaboration with ContentWise to launch an AI-powered, user-centric entertainment solution for video streaming services. The joint offering leverages ContentWise’s UX Engine and Irdeto Experience, a streaming service aggregation platform; to deliver personalized content discovery, user engagement, and editorial control across all user touchpoints.
This service engagement platform integrates ContentWise’s real-time adaptive UX, editorial tools and marketing automation with Irdeto’s CMS and service delivery infrastructure. ContentWise had recently introduced an integration of agentic AI capabilities, designed to automate editorial tasks and open that platform to build entirely new use cases and integrations.
Further reading
Irdeto expands portfolio with High Frequency Key Cycling. Press release. September 10, 2025. Irdeto
Irdeto and ContentWise join forces. Press release. September 11, 2025. Irdeto
ContentWise introduces advanced AI Agents to automate and hyper-personalize digital customer experiences. Press release. July 7, 2025. ContentWise
Why it matters
On the supply side, video providers must be able to implement the service parameters imposed by rights-holders if they are to maintain the ability to meet consumer demands for premium programming. Irdeto’s key rotation feature is designed to address this need.
On the demand side, streaming platforms face fierce pressure to attract and retain viewers, drive monetization and reduce churn. Irdeto and ContentWise are collaborating to addresses these challenges, with the intent to advance user personalization, content navigation and targeted promotions through AI-driven behavioral insights and UX management.
Note: While Irdeto is a supporting Sponsor, Piracy Monitor does not make product endorsements.
