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Max to Implement Password Sharing Crackdown

Warner Bros. Discovery plans to initiate 'soft messaging' before enforcing stricter rules in 2025.

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It will start with soft messaging.

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.