Warner Bros. Discovery (WBD) is gearing up to tackle password sharing on its streaming platform, Max. Starting next week, the company will begin sending out “early, gentle messaging” to users suspected of sharing their accounts with others outside their households.
JB Perrette, WBD’s global streaming chief, revealed the news at a tech and media conference hosted by Wells Fargo on Tuesday. He stated that the initial messages will target users with “higher tier usage,” indicating a focus on those who are clearly sharing their accounts with multiple people per a report from The Wrap.
A Gradual Approach to Enforcement
Perrette emphasized a measured approach to the crackdown, acknowledging the “art and science” of identifying genuine password sharing versus legitimate multi-location use (like vacation homes or business trips). He explained that Max will gradually tighten its detection filters throughout 2025, using both explicit and implicit signals to identify unauthorized account access.
New “Add a Member” Feature Coming Soon
In the first quarter of 2025, Max plans to introduce a feature that allows users to “essentially add a member” to their accounts, presumably for a fee. This will provide a legitimate way for users to share their accounts with others while generating additional revenue for the streaming service.
Impact on Subscriber Growth and Revenue
While Perrette cautioned against overestimating the immediate impact of the crackdown, he expressed confidence that it will become a “meaningful growth driver” for Max, particularly in the latter half of 2025 and beyond. He anticipates increased subscriber numbers and revenue as a result of these efforts.
Other Max Updates
Perrette also shared updates on several upcoming HBO releases, including:
- “The White Lotus” Season 3: Premiering in February 2025.
- “The Last of Us” Season 2: Expected to launch in Spring 2025.
- “A Knight of the Seven Kingdoms” (“Game of Thrones” prequel): Targeting a late 2025 release.
- “Euphoria” Season 3: Production starts in January 2025, with a premiere now slated for 2026.
Following Industry Trends
Max’s move to curb password sharing follows similar actions by other major streaming services like Netflix and Disney+. As the streaming market matures, companies are increasingly looking to monetize account sharing and convert unauthorized users into paying subscribers.