Max to Enforce Password Sharing Crackdown Starting This Year

Warner Bros. Discovery announces plans to limit password sharing on Max, following Netflix and Disney's lead, aiming for profitable growth.

Max will begin enforcing restrictions on subscribers sharing accounts outside their household starting later this year, with plans extending into 2025.
The crackdown is seen as a growth opportunity, with Max currently having around 97 million subscribers, trailing behind Netflix, Amazon Prime Video, and Disney+.
Netflix's previous crackdown on password sharing led to a significant subscriber increase, adding 29.5 million net new subscribers in 2023.
Disney has also updated its subscriber agreement to ban account sharing, with new capabilities for account-sharers to start their own subscriptions starting this summer.
Warner Bros. Discovery aims for a $1 billion earnings before interest, taxes, depreciation, and amortization by 2025, with the password-sharing crackdown part of its strategy for profitable growth.