Max has joined the growing list of streaming platforms cracking down on excessive password sharing.
Reported by The Wrap, JB Perrette, CEO and president of global streaming and games at Warner Bros. Discovery, unveiled the upcoming change on March 4, 2024. These promises are set to take effect in April 2025.
Speaking at the 2024 Technology, Media & Telecom Conference in San Francisco hosted by Morgan Stanley, Perrette emphasized that limiting password sharing presents a significant opportunity for the company.
Warner Bros. Discovery has faced financial challenges in recent years, but it managed to reduce its losses to $55 million in the last quarter of 2023, down from a $217 million loss in 2022. Additionally, the company saw a growth of 1.8 million direct-to-consumer subscribers.
Implementing restrictions on password sharing is a strategic move to further mitigate the company’s losses. Following in the footsteps of Netflix, which curbed password sharing at the end of 2023, and Hulu, which introduced restrictions in 2024, Warner Bros. Discovery is taking similar steps.
For more insights on this subject, explore our coverage of the Disney+ password sharing ban.
When will Max implement password-sharing regulations?
The new rules are currently rolling out in the US, beginning in spring 2025.
These changes are expected to be gradually introduced in other regions where Max or HBO Max is available, including Latin America and parts of Europe.
Warner Bros.
What do the latest password-sharing measures on Max entail?
While official specifics from Warner are not available yet, it is likely that, similar to Netflix, the measures will involve monitoring IP addresses and account activity to identify any instances of accounts being used outside of a single household frequently. There may also be provisions for users traveling, such as a one-time passcode.
An Extra Member feature has been introduced for individuals who do not reside in the same household as a Max account holder. For an additional $7.99 per month, users can add a friend or family member aged at least 18 who lives in the US to their account.
This feature is only accessible to subscribers of one of the three Max plans:
- Basic with Ads – $9.99 per month or $99.99 per year
- Standard – $16.99 per month or $169.99 per year
- Premium – $20.99 per month or $209.99 per year
The Extra Member option is not available for Max, Disney+, and Hulu bundles or accounts linked through third-party services like TV and internet providers, app stores, or phone carriers.
Once an add-on is purchased, the Extra Member will receive their own profile with a password and access to all Max features. If the person already has a Max account, their profile, viewing history, recommendations, and settings will be transferred to the new Extra Member account.
It’s important to note that if the primary user deletes their account, the Extra Member will lose access to the service.
JB Perrette, CEO of global streaming and games at Warner Bros. Discovery, commented (via Variety):
The Extra Member Add-On and Profile Transfer are two significant advancements for Max, providing viewers with a new way to enjoy our top-tier content at a great value and giving subscribers more flexibility in managing their accounts.
