Overview

• Max will begin implementing 'soft messaging' to discourage password sharing in the coming months.
• Chief Financial Officer Gunnar Wiedenfels describes password sharing as a 'form of price rises' for the platform.
• The crackdown is expected to evolve over 2025 and 2026, similar to strategies used by Netflix and Disney+.
• Warner Bros. Discovery reported a record increase of 7.2 million new Max subscribers last quarter.
• Future subscription price hikes are possible, as the company emphasizes the 'premium nature' of its service.