When is Max stopping password sharing?
Warner Bros. Discovery’s streaming platform, Max, is making a significant change by cracking down on excessive password sharing. The decision to limit password sharing was announced by JB Perrette, the CEO and president of global streaming and games at Warner Bros. Discovery, during the 2024 Technology, Media & Telecom Conference in San Francisco. The company is now implementing these changes in April 2025.
This move comes as Warner Bros. Discovery has been facing financial challenges, although it saw a reduction in losses to $55 million in the last quarter of 2023 compared to a $217 million loss in 2022. Additionally, the company managed to gain 1.8 million direct-to-consumer subscribers.
By restricting password sharing, Warner Bros. Discovery aims to further reduce its losses and improve its financial standing. Following in the footsteps of streaming giants like Netflix and Hulu, Max is taking steps to prevent unauthorized account access through password sharing.
The new password-sharing rules are currently being rolled out in the US in spring 2025 and are expected to be gradually introduced in other regions where Max or HBO Max operates, including Latin America and parts of Europe.
While the specifics of Warner Bros. Discovery’s password-sharing measures have not been officially disclosed, it is likely that they will involve monitoring IP addresses and account activity to detect unauthorized usage. The platform may also offer options for users who are traveling, such as one-time passcodes for temporary access.
One innovative feature introduced by Max is the Extra Member add-on, which allows account holders to add a friend or family member who does not reside in the same household for an additional $7.99 per month. This feature is available for users subscribed to the Basic with Ads, Standard, or Premium plans, and the added member will have their own profile with access to all of Max’s features.
According to JB Perrette, the Extra Member add-on and Profile Transfer feature are designed to provide viewers with a new way to enjoy Max’s content at a great value and offer subscribers more flexibility in managing their accounts.
In conclusion, Warner Bros. Discovery’s Max is taking proactive steps to address password sharing and enhance the user experience for its subscribers. By introducing these measures, the streaming platform aims to protect its content and maintain a sustainable business model in the increasingly competitive streaming industry.
