Overview

• Max, previously HBO Max, will begin addressing password sharing with initial warnings before more stringent measures are introduced.
• The streaming service aims to convert multi-household users into paying subscribers, viewing this as a form of price increase.
• Company executives suggest that the premium nature of Max allows for potential future price hikes.
• Max's move follows Netflix's successful crackdown on password sharing, which boosted its subscriber numbers.
• Currently, Max offers ad-supported plans at $9.99/month and ad-free plans starting at $16.99/month.