Streaming service Max, formerly known as HBO Max, is set to address password sharing over the coming months.
Warner Bros. Discovery, the company behind Max, shared details during its recent earnings call, indicating that customers will soon see gentle notifications about this change. By 2025, Max plans to enforce stricter rules to curb multi-household account sharing.
Warner Bros. Discovery CFO Gunnar Wiedenfels described the crackdown on password sharing as “a form of price rise,” with plans to ask viewers outside the primary household to pay a bit more.
This approach mirrors successful tactics used by Netflix and Disney Plus, which saw subscription gains after limiting account sharing across multiple homes.
Max, with 110.5 million global subscribers, currently offers plans starting at $9.99 per month for ad-supported streaming and $16.99 per month for ad-free access.
A higher-tier option at $20.99 per month offers 4K streaming. The company also hinted at potential future price increases, citing the service’s premium nature.
As streaming services increasingly address password sharing, Max’s phased approach aims to encourage subscribers to adhere to account guidelines while adapting to the evolving industry landscape.