Aggressive action against password-sharing is imminent, according to Max.
Warner Bros. Discovery's Streaming Service Max Cracks Down on Password Sharing
Warner Bros. Discovery's streaming service, Max, is set to officially crack down on password sharing, as announced by the company's CEO JB Perrette. This move is reminiscent of the measures taken by popular streaming services such as Netflix and Disney Plus.
According to Perrette, the assertive phase of the password sharing crackdown is expected to commence in 2026. However, the initial approach will be gentle, with soft messages to users, before becoming more assertive. This strategy was also employed by Max in the lead-up to the crackdown, which was first announced early last year.
Max's password sharing crackdown began with soft messages to users, before becoming more assertive. The company had discussed its plan for a crackdown in 2024 but had yet to officially begin until now. The full crackdown on password sharing is expected to take anywhere from a year to 18 months to complete.
To encourage users to opt for the Extra Member add-on, which allows account owners to share their subscription with someone outside their household for an additional fee, Max plans to implement technology in 2025 and 2026 to limit password sharing among users by requiring primary account holders to verify their devices through additional authentication processes.
The debut of Max's Netflix-like extra members add-on occurred last month, and the additional cost for this service is $7.99 per month. In Q1 2025, Max gained over 5 million subscribers, helping it cut down on its major losses. This success in services like Netflix with their password sharing crackdown and eventual implementation of extra members is what inspired Max's approach.
A Variety report highlighted Max's Q1 2025 analytics, citing the company's Q1 report in its coverage. The report also emphasised that Max sees the password sharing crackdown as a "meaningful opportunity."
In conclusion, Max is taking a similar approach to other popular streaming services by cracking down on password sharing and implementing an extra members add-on. This move is expected to take anywhere from a year to 18 months to complete and could help Max continue its growth and reduce its losses.
